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  • What’s so luxurious about vaping?
  • What’s so luxurious about vaping?
    Pax (2015) ©
CASE STUDY

Pax: a more luxurious way to vape

Vaporizers have become such a common sight that ‘vape’ was the Oxford Dictionary’s ‘Word of the Year’ in 2014. Looking to target city workers with high incomes, luxury vaporizer brand Pax sets customers back £199. But can it shake off negative stigma and become an aspirational lifestyle product?