Attempting to raise sales of flagship brand Camel, RJ Reynolds has launched a new variety intended for women.

However, you won’t see the good old Jo Camel standing near the pyramids and palms on the packs of Camel No. 9. Instead the marketers created an attractive to eyes vivid and colorful pink, black and fuchsia pack, a charming slogan "Light and luscious"; and the magic flowers which frame the packs in the posters and ads.

During many years, Camel has been regarded as a cigarette for real men, so it was not very popular among women, who made up only 25 percent of buyers thanks to Camel Menthol variety. In contrast, for main rivals Marlboro and Newport female smokers comprise 40 percent and 53 percent of buyers, and, as women make up approximately a half of all adult smokers, introduction of Camel variety aimed at women makes great sense.

Industry experts praised new marketing strategy of Reynolds that resulted in the launch of new variety named Camel No.9, which was introduced in menthol flavor, besides the regular one. Analysts admit that Reynolds evidently shifted their attention from creation of new brands to expanding of existing range of principal brands – Camel and Kool, what is a very wise marketing strategy both in short-term and long-term perspective.

However, health advocates predictably criticized Camel-makers, stating that the new cigarettes would become a source of temptation not only for current smokers, but also for non-smoking women who would definitely want to try those fashionable cigarettes.

R.J. Reynolds currently has two brands, made namely for women - Capri and Misty. The most popular female cigarette brand is owned by Reynolds’ major competitor Altria Group, which introduced first female cigarettes Virginia Slims back in 70s. In addition, there is a minor tobacco company the Vector Group that owns Eve, another popular brand among women.

Reynolds began considering a women-only brand after a 2007 survey showed that the major part of female smokers don’t like Camel, because the company didn’t have a product that would have fit with all their requirements, according to David Howard, spokesman for the Winston-Salem based cigarette maker.

So, RJ Reynolds decided to launch a new variety of legendary Camel brand that will give its female smokers a range of exciting sensations, and be more appealing than current products.

However, there is one more reason for launching new cigarettes under the name of existing and already successful brand – the restrictions implemented by the US Food and Drug Administration on introduction of new products.

Besides Camel No. 9, RJ Reynolds as well launched Camel Turkish Gold, Camel 99s and Camel Wides, all with their own specific features.

When asked about the reasons for naming the new variety as Camel No. 9, the Reynolds spokesman said that they had several names and after carrying out surveys among female smokers, they found our that Camel No. 9 would be the best one, because of its correlation with premium quality ravishing products.