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The vaping industry is ever-growing. Yet it is not without enemies. The FDA, currently in the process of pushing regulations, threatens to destroy what has saved the lives of, dare I say, millions. The media, seemingly funded by big tobacco, shoves non-fact-based propaganda down our throats, ever reminding us in some convoluted way that everyone is scared of the new. And yes, vaping is still very new. Despite the rapid growth and popularity of vaping, the industry is still in its infancy. Essentially, with the lack of federal regulation, we are in the “gold rush era” of the industry. And everyone is jumping on the bandwagon. Seriously. Everyone.

Think about it, with all of the successful e-liquid companies, hardware manufacturers, and vape shops, it is no wonder that the unemployment rate is at the lowest it has been in six years. On the flipside, every day the industry becomes more and more diluted. My Instagram feed is basically just one giant e-liquid ad at this point. That wouldn’t bother me normally because I do really love this industry. However, everything looks the same. The marketing is all the same. Only one target audience is being hit.

Tattoos… Extreme sports… Half naked women… A target audience of 18 to 30 year olds…
I mean I am a 25 year old with quite a few tattoos who loves extreme sports and half naked women so I understand the concept. I utilized it when I worked for another company in the industry and it was set up to be branded that way. I take pride in the work I did there and I am very grateful for that time I spent there.

But what if an e-liquid company took the Steve Jobs approach? What if someone was to think differently? What if someone was to focus on every demographic of man and woman who vapes or wants to quit smoking and needs a way to do so? That would definitely be different. Hmm…

– Alex Peterson, Kingdom Elixir