At one time JUUL Labs Inc, was a leader in the vaping industry. After numerous complaints that the manufacturer of vaping devices was targeting a younger audience, including tends, the company has been struggling to stay relevant in the industry.
JUUL has received a great deal of scrutiny from the US Food and Drug Administration as well as other agencies and organizations about the way it markets its products and the ingredients used in those products. The company has had to pull flavored vaping cartridges from the market. It has also pulled out of some worldwide markets due to the negative publicity.
In an effort to rebuild its brand and the company as a whole, JUUL has made some major changes. One of those changes is dropping a new feature. Last year, the company had piloted this feature in Canada and the UK, which tracked usage. Users could track how many puffs they took on their JUUL vaporizer. The information would be transmitted to an Android app through Bluetooth connectivity. Users would be able to create an alert for each day when they reached a specified number of puffs.
The pilot program ended earlier this year with no plans to move to production of the usage monitor.
Earlier in September, the Wall Street Journal reported that the manufacturer would be laying off about half the workforce. Staff would go from around 2200 to just 1000. No details had been released, but JUUL did indicate it would be a global impact.
JUUL has also suggested that it may move out of markets in Asia and Europe due to a lack of return needed to stay in those areas. This isn’t the first reduction for the company. Earlier in 2020, there was a layoff of 1000 employees. JUUL also announced that it would be taking steps to leave Austria, South Korea, Portugal, Belgium and Spain markets. The company discontinued advertising as well.
Statistics show that JUUL once had a market share in the US of 75 percent in November of 2018, which has dropped to 58 percent in 2020. The company currently faces inquiries from 29 states as to whether the company targeted minors in its advertising.
Vaping-related illnesses from 2019 have not helped JUUL’s image. Even though those incidents were mostly from black-market products, it has harmed the vaping industry as a whole with JUUL taking a big hit as the face of vaping.
While the number of vaping illnesses has gone down, many are still concerned about the dangers of using these products. Schools and other organizations are trying to get the message out to teens about the risks that come from vaping. While fruit-flavored vaping cartridges have been banned, other products are still available, such as disposable flavored products.
JUUL continues to maintain that it focuses on current smokers who want an alternative to tobacco cigarettes. The FDA and other agencies haven’t indicated that JUUL products are an acceptable option for users to stop smoking.