In the current situation where the growth of disposable products has peaked and regulations in various countries continue to tighten, how to achieve product iteration and brand expansion without crossing the line has become a realistic problem facing global e-cigarette enterprises. At the Dubai e-cigarette Show in June, 2Firsts conducted an exclusive interview with Andrew Koh, the global marketing, brand and communications head of the British e-cigarette brand AIRSCREAM. At this exhibition, AIRSCREAM not only launched its high-capacity reflow product, AirsPops ORKA, but also emphasized its continuous investment in nicotine alternatives and systematically expounded on the brand’s strategic choices in a high-pressure compliance environment.
We do not promote disposable products and have launched a 20ml large-capacity reload device
Against the backdrop of disposable products becoming high-frequency regulatory targets, AIRSCREAM showcased a 20ml high-capacity ammunition reloading device, AirsPops ORKA, at this exhibition. The product design continues the brand’s consistent minimalist style, discarding dazzling color schemes and screen configurations. According to Andrew, this product is mainly targeted at markets such as the Middle East that still allow the sale of large-capacity devices.
We do not encourage disposable products. Instead, we hope that users can reuse them through replaceable devices to reduce waste and slow down the pace of stricter regulation. He emphasized.
This view is not the first time it has been expounded. As early as the Dubai exhibition in 2023, when AIRSCREAM was interviewed by two top 2Firsts, it had already expressed clear concerns about the environmental issues of disposable e-cigarettes.
The growth of nicotine in the mouth is rapid, and the M13 series of nicotine brands is making a strong push.
Meanwhile, AIRSCREAM also showcased its nicotine brand M13 at the exhibition, which includes two product lines: nicotine pouch and nicotine strip. Among them, the Flavour Boozt series enhances the aroma release power by adding flavor capsules (similar to popping beads) in the bag body, adding a differentiated experience to the product.
It is reported that AIRSCREAM established a nicotine bag research and development laboratory in the Czech Republic as early as 2023, focusing on formula innovation and compliance research and development for this type of product.
Andrew disclosed that currently, e-cigarettes remain the main source of the company’s revenue, but the business of nicotine substitutes is growing rapidly, and the related R&D investment is increasing year by year.
To address global regulatory differences, adopt flexible market strategies
AIRSCREAM has now entered over 60 countries around the world. In different markets, it has adopted flexible and diverse implementation models.
In New Zealand, brands focus on product and brand export, while specific compliance and sales work are led by distributors. This cooperation model not only avoids direct contact with regulatory red lines but also helps maintain consistency in brand communication.
In Australia, AIRSCREAM chose to enter the market through the “pharmaceutical pathway” : the product needs to be prescribed by a doctor and sold through pharmacy channels, and is not managed as a regular e-cigarette product. This is not a vape market, but a pharmaceutical protocol. Andrew emphasized.
In his view, Africa, with its stable regulations and clear market structure, is a key area for the brand’s next stage of layout.
Child protection is the bottom line. No candy cigarettes
When talking about nicotine replacement products, Andrew repeatedly mentioned the safety of the product packaging and the child-protective design. He said straightforwardly, “Many people ask us why we designed the packaging to be so hard to open.” We just ask one question: If your product is misused by your child, can you still sleep?”
In his view, the protection of minors is not only a responsibility at the compliance level, but also an important part of the “long-termism” strategy that AIRSCREAM adheres to. We are fully capable of making the product as attractive as candy, but we choose not to do so. This is our bottom line.”
Andrew introduced that this “taking an extra step” concept runs through every detail of the product design – from the packaging method of nicotine products to the overall packaging structure. AIRSCREAM has repeatedly emphasized the clear boundary of “only for adults”, rather than lowering the usage threshold to gain a larger market.
This orientation can also be seen from its product line and the presentation style of its official website: minimalist design, restrained color use, and rejection of any dazzling or entertaining visual elements.
“Not manufacturing products for today.
Before the interview ended, Andrew left a rather representative summary:
“If we only build products for today, there will be no story to tell tomorrow.”
Youdaoplaceholder0 “if we make products only for today, there will be no story to tell tomorrow.”
Against the backdrop of a one-off ebb of logic and a comprehensive upgrade of regulation, AIRSCREAM attempts to prove that the e-cigarette industry can also walk steadily and far under the long-term perspective.