Message from the President Dear Colleague, Last month R.J. Reynolds announced a new brand of cigarettes targeted toward women called "Camel No. 9". With a name evoking the cache of Chanel No. 5, and with hot pink, teal and black coloring on the product's packaging, it is clear the company is looking to appeal to younger female smokers. It is unfortunate that this type of marketing is not new to the tobacco industry. For years the industry has been targeting women, marketing cigarettes as everything from a weight loss tool—such as American Tobacco's 1920 campaign "Reach for a Lucky instead of a sweet;"—to a symbol of female empowerment, such as Philip Morris's Virginia Slims campaign in the 1970s with its feminist appeal tagline "You've come a long way baby." One of the most disturbing aspects of the new product is that it is being marketed as "light and luscious." Only this past summer, Judge Gladys Kessler's opinion in the Department of Justice United States v. Philip Morris case stated the "defendants falsely represented that light and low tar cigarettes deliver less nicotine and tar and, therefore present few risks than full-flavor cigarettes." As part of her order, Judge Kessler required that the tobacco companies stop using descriptors such as "light" and "low tar." The tobacco companies have obtained a stay of the order pending appeal. More women die of lung cancer than breast cancer, by a wide margin. Yet the tobacco companies still want to increase their market share among women—particularly young women. Young people were once referred to as "replacement smokers" by tobacco executives. As much as the tobacco companies want the public to believe that they have reformed their business practices in recent years, news such as this reminds us that the battle is far from over and we must collectively continue in our mission to build a world where young people reject tobacco and anyone can quit. Sincerely, Cheryl G. Healton, Dr. P.H. President & CEO American Legacy Foundation