Longreads

In 2018, the U.S. nicotine vaporizer market could increase 25 percent from 2017, giving it a $5.5 billion share of the traditional cigarette’s $120 billion market dominance. And a thin, discreet vaporizer called Juul controls 60 percent of that market.

For The New Yorker, Jia Tolentino hits that vape herself while looking closely at the ways American teenagers have embraced Juul, turning the brand name into a verb, and giving rise to parental “vape detectors.” Part of Juul’s genius is the way it separates itself from cigarettes. As Tolentino puts it, its designers” avoided the roundness of a cigarette, and the glowing tip, because they wanted people who used the Juul to feel as if they were doing something new.” With that tabula rasa, teenagers have created something wholly their own.

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