Ever since its creation, the little vaping pod from Juul Labs has seen unheralded success. In 2018, the brand even managed to take control of 72% of the American e-cigarette market. Today, Juul fans are hoping to personalize their devices, and designers are ready to take advantage.
For the past few weeks, consumers have been able to purchase a variety of accessories to customize their Juuls online. Designers are already designing innovative protective sleeves, while stickers allow users to express themselves on their vaping sticks.
On Etsy, a website for handcrafted products, there are over 1,200 listings for Juul accessories. The range of styles is massive, intended to appeal to each individual, but also to each market. Indeed, the French luxury brand Louis Vuitton has already started creating its own stickers.
Customization possibilities leading to new markets
Brian Trunzo is a consultant at WGSN, a company that specializes in upcoming trends. According to him, the personalization phenomenon of Juul vaping devices is based on two needs. First, consumers want to be able to quickly identify their personal device lest they lose it while they’re out. Being able to customize the device also allows users to express themselves. Nancy Deihl, a director of costume studies, notes a similarity between the rise in vaping device customization and the fashion dedicated to cigarettes in the 1920s. During this period, smoking was widely accepted, much like vaping is today.
Numerous companies have recognized that the technology is no longer the most important criteria amongst consumers. In order to compete with Juul Labs’ products, other vaping device designs must be carefully considered.
In 2018, Henry Holland created a new e-cigarette that looked very similar to the Juul. To design the device, the British fashion designer worked with a company called Vype. During London’s Fashion Week, guests were able to watch models walk down the runway with House of Holland-branded accessories, a clever way to stand out from the competition.