"They've done studies in patients who've smoked for up to 15 to 20 years, and even if you quit, you still lower your risk of future events," Looser said
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JUUL took these marketing tactics offline by hosting lounges, exclusive events and parties with free tastings. Events also featured appearances by young influencers, cultivated through a JUUL launch influencer seeding program. JUUL also engaged celebrities by offering a VIP portal on its website for exclusive discounts, reserved access to limited edition colors and early access to future product launches. Similarly, PMI advertised its IQOS product at select international locations, including pop-up boutique stores in exclusive urban centers, to create the illusion of a high-end product
Results were expected to be published within weeks and will be used along with public and expert comments to help winnow the 36 proposed labels to nine by June
