E-cigarettes deliver nicotine but now hold deep emotional value. They not only meet physical needs but also express emotions, relieve stress, and shape identity. Moreover, they enable social engagement. However, they sit at a crossroads of contradiction. On the one hand, they reduce harm for smokers. On the other hand, they risk addicting non-smokers. Thus, product managers face more than growth goals. They must balance health ethics, guide user motivation, and manage dependency. Only then can the product support health instead of controlling users.
So, how can an e-cigarette product manager “skillfully” leverage this unique emotional value? The following strategies are proposed from three levels: product experience, brand emotion, and user relationships.
1. Product Experience Layer: Making E-Cigarettes a “Self-Regulation Tool”
(1) Using Design to Convey the Power of Emotional Regulation
In product interaction design, emotional regulation elements can be cleverly integrated. For example, setting inhalation feedback with a rhythmic breathing pattern can simulate meditation, allowing users to unconsciously adjust their breathing frequency and achieve a sense of relaxation. Adding vibration and light feedback can enhance the ritualistic experience when users complete a deep breath. Additionally, developing mode-switching functions related to emotional states, such as “Relaxation Mode” with soft vaporization and calming scents, or “Detox Support Mode” to guide users in reducing usage frequency, can transform the act of using e-cigarettes from an unconscious dependency behavior into a conscious emotional regulation tool.
(2) Integrating “Emotional Recording” into the App
Users can personalize emotional management through a companion app. They record emotions like anxiety or joy, and the app links this with smoking habits. Then, it visualizes data to show how emotions affect usage. Based on mood, it recommends suitable flavors—relaxing under stress or refreshing when tired. Thus, e-cigarettes support emotional relief rather than becoming impulsive responses.
2. Brand Emotion Layer: Assigning a Sense of “Companionship” and Identity Recognition
(1) Defining a Clear Brand Emotional Persona
E-cigarette brands should not aim for a “cool and over-the-top” image but should instead shape a persona that emphasizes “self-control, independence, and the ability to manage one’s emotional rhythm.” In brand language, a “stable inner type” approach should be adopted, conveying messages such as “Not anxious, not dependent,” “Find your rhythm in one puff,” and “It’s not indulgence, but regulation.” These messages aim to resonate emotionally with users and promote a positive, healthy attitude toward usage.
(2) Emotional Scenario Packaging: Creating Rituals and Emotional Atmospheres
E-cigarettes can be deeply linked to specific emotional scenarios, such as the relaxing moments after work, inspiration before creative work, or self-healing during late-night solitude.
Packaging design and naming can be tailored to different emotional tones, such as “Jinglan Mint” for a sense of calm and freshness, “Shuwo Oolong” for a soothing and peaceful atmosphere, and “Chenjing Sea Salt” for a steady and serene mood. Coupled with emotionally resonant copywriting, users can feel that the brand understands and cares about their emotional state, transforming the e-cigarette from a mere product into an “emotional companion.”
3. User Relationship Layer: Extending Emotional Value into User Connection and Community Identity
(1) Building a “Compassionate Community”
Moving beyond the traditional focus of e-cigarette communities on showcasing devices and flavors, a “compassionate community” can be built around emotional sharing. Encouraging users to share stories like “Why did I need this puff today?” and organizing events such as “Emotional Story Collection” or “What was your first e-cigarette for?” can foster emotional resonance and empathy among users. This approach helps cultivate a community culture of “emotional self-control,” encouraging mutual understanding and support rather than mere product display.
(2) Establishing an Identity of “Positive Addiction Management”
In the membership system, innovative incentive points such as “self-control achievements” and “emotional awareness” can be introduced. These changes in user perception can help users shift from seeing themselves as “addicts” to “emotional self-masters.” Through rewards, badges, and other forms of recognition, users can be guided to take control of their emotions and usage, deepening the emotional connection between the product and the user.
خاتمة
E-cigarettes carry emotions, not just functions, reflecting users’ desire to resist anxiety and express identity. Therefore, wise product managers should guide this energy with empathy, not control. They should empower users instead of exploiting them. Moreover, by blending pleasure with healthy limits in design, they protect ethics and win public trust. This balance also drives long-term growth. Ultimately, only when users enjoy control—not fall into dependence—can brands truly build lasting emotional value.