to catch the eye of consumers. The advertising approach was to make Eve appear to be a beautiful cigarette, which made the woman who chose to smoke Eve more attractive. Accordingly, the objective was to capture the market share from other brands, particularly other brands targeted at women, and to recruit non-smokers, suggesting that an Eve smoker is more attractive than a woman who did not smoke. The marketing approach was designed to be very feminine. Models were very elegant, ladylike, and elaborately made up. Advertising text complemented the feminine imagery. In 1976, Eve was even marketed in association with a fashion line with colors and floral prints similar to Eve cigarette packs. The message was that women who smoked Eve were feminine, ladylike, and ladies of leisure. Slogans used included "Finally a cigarette as pretty as you" and "Every inch the lady". For almost 40 years, Eve cigarettes have been aimed at the same niche market, women and young girls who wish to appear ladylike. They have not sold as well as the competing Virginia Slims cigarettes, which have always had broader appeal. Markets Eve is mainly sold in the United States, but also was or still is sold in Germany, Philippines, Austria, Ceuta, Melilla, Italy, Hungary, Russia, Israel and Argentina. Packaging The packaging has evolved to keep up with the times. Packaging went from a soft pack with the trademark flowers and drawing of Eve in the garden (gen. 1) to losing the female figure and retaining only the flowers (gen. 2) then moving the flowers to a band lengthwise on a white cardboard box (gen. 3). This packaging went unchanged until 1992 when the small multicolored flowers were replaced by thin orchid-like flowers in jewel tones on the box, and a single small colored flower on the filter band of the cigarette (gen. 4). In Germany the packaging and cigarette design did not change, retaining the floral band. Menthol versions of Eve used similar designs but with more green tones. Shorter 100mm Eve in Regular and Menthol boxes were reintroduced in 1985 but gradually disappeared due to lack of interest. In 1990 Eve Ultra Lights 120s were introduced in Regular and Menthol, promising lowered tar and nicotine, and milder flavor. Packaging was white flip top box with long stemmed flowers done in pale pastels, with a single pale pastel flower on the filter band. Menthols were similar