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1. The paparazzi are taking note as big names in television
and movies bring electronic cigarettes into mainstream
culture. The party lifestyle that is synonymous with
Hollywood has always glamorized smoking, but health
concerns have caused fans to express outrage when
celebrities are seen with cigarettes. Some of the most
embattled stars are turning to electronic cigarette use.
Whether their attempts will clean up their image and
boost sales for the device remain to be seen.

2. Mel Gibson, whose battle to quit tobacco has been
extensively covered in the media, was seen with an
smokeless cigarette as he left a private party this fall.
Entourage personality Jeremy Piven was also spotted with
the smoking alternative at the same party, prompting this
statement from manufacturer South Beach
Smoke, capitalizing on the good press:

3. "We are thrilled that Mel Gibson and Jeremy Piven
enjoyed our products. Personally, we are all huge fans of
Mel Gibson and Jeremy Piven's work and are honored that
such talented and recognizable people have discovered
what thousands of people already know - that electronic
cigarettes from South Beach Smoke are better in every
way than traditional cigarettes."

4. Charlie Sheen, who was at one time the highest paid
television actor, has started his own electronic cigarette
company, which he named NicoSheen. Lindsay Lohan was
photographed with an e cigarettes while on house
arrest, prompted many to guess that she is embracing a
healthier lifestyle. Britney Spears and her former husband
Kevin Federline are both avid users, perhaps because of
the fallout after news reports of cigarette smoke near
their children.

5. Electronic cigarettes were given a popularity boost when
they debuted in The Tourist, starring Angelina Jolie and
Johnny Depp. Johnny lauded the benefits of making the
switch from tobacco throughout the film, in perhaps the
first widely distributed on-screen appearance of the
product. In one scene, he uses the device while traveling
by train, reminding viewers that electronic cigarette users
enjoy easier travel than those smoking regular tobacco.

6. Photographs of Leonardo DiCaprio biking with an
smokeless cigarettes in his mouth offer prime illustration
of consumers' regular comments that this alternative
leads to greater ability to exercise and overall better
health. A late night appearance on the David Letterman
show in September 2010 by Katherine Heigl and her e
cigarettes did more to enhance the image of the industry
than perhaps any other marketing that came before.
Manufacturers embraced the plug, and consumers posted
the video clip throughout the blogosphere.

7. Does celebrity endorsement improve product sales? Years
of marketing research say a resounding yes. From Michael
Jackson's Pepsi commercials to Michael Jordan's
shoes, advertisements featuring big names in sports and
entertainment have prompted big profits. It stands to
reason that use of electronic cigarettes by the rich and
famous will also positively impact the industry. Though
none have come forward as of yet to support specific
brand campaigns, it is only a matter of time before
formidable names put their weight behind electronic
cigarette marketing strategies.

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