While the Juul mission statement claims that they are aiming to better the lives of adult smokers, the company has become incredibly popular amongst the teenage demographic.

Juul Target MarketĪccording to the Juul website, their mission is to not only improve the lives of the world’s one billion adult smokers but to also create a world where people who smoke cigarettes have the tools to reduce or eliminate their consumption entirely (JUUL, 2018).

In March 2018, Juul made up 33% of the market share in the United States and by November 2018 that share rose to 80% (Richter, 2018). Juul is by far the most popular e-cigarette currently available. A Juul device is a vaping device or “closed system vapor product in which users attach a cartridge to the top called a JuulPod that contains a proprietary salt-based nicotine e-liquid formula which is intended to help satisfy smokers when transitioning away from cigarettes” (JUUL, 2018). The Juul electronic cigarette is described as sleek and high tech (Tobacco-Free Kids, 2018). However, in 2015 a new e-cigarette product launched and disrupted the market. In addition to educating youth, new laws are being implemented in states across the country to raise the tobacco buying age from 18 to 21 to help keep tobacco out of high schools. Studies show that 95% of adult smokers began smoking before they turned 21 (Tobacco-Free Kids, 2018), so it’s absolutely vital that anti-tobacco and anti-smoking messaging is taught early in life. The decrease of cigarette smoking in the United States is largely due to the increase in educating youth about the harmful effects smoking has on a person’s health. adults has been reduced by more than half since 1964 (Department of Health and Human Services, 2018). The Center for Disease Control and Prevention (CDC) in the United States reports that traditional cigarette smoking among U.S.

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