Philip Morris, the world's largest tobacco company headquartered in new york, USA, originated in Britain. In 1847, Mr Philip Morris founded a tobacco company in England, and his business was very prosperous. In 192, Mr Philip Morris's successor opened an agency in new york to sell a series of brands of cigarettes produced by the company, including Marlboro cigarettes. It is said that Marlboro's brand name comes from the street name "Marlborough" where the company's London factory is located. In 198, Marlboro brand was registered in the United States. In 1919, Philip Morris was formally established in the United States.

American young people in the 192s were called the "lost generation" because after the impact of World War I, many young people thought they were traumatized by the war, and they insisted that only the stimulation of jazz and cigarettes could dilute this trauma. Fashionable girls believe in carpe diem, and they pay attention to clothing and makeup, which makes them feel a little drunk. The madness and decadence of social atmosphere have led to a sharp increase in the number of female smokers. In this context, in 1924, Philip Morris Company positioned Marlboro brand as a lady cigarette and promoted it to the public. In order to become a big winner in women's cigarettes, Philip Morris has done a lot of work: first, it echoes the femininity of female smokers and defines the advertising language as "gentle as May" to win the favor of female smokers for Marlboro; Second, because female smokers often complained that white cigarette holders were stained with their red lipstick, it was very indecent. Philip Morris then dyed Marlboro's cigarette holder red, hoping that female smokers would be moved by this meticulous care, thus opening up sales; Thirdly, the Marlboro brand name is disassembled into "Men Always Remember Ladies Because of Romance Only", so that Marlboro cigarettes can become female smokers' confidantes. However, contrary to expectations, Marlboro remained unknown from 1924 to the 195s. Although the advertising positioning of women's cigarettes highlights Marlboro's brand personality and puts forward a preference for a certain type of consumers, it also sets obstacles for its future development, which makes it difficult to expand its consumer range. Specifically, there are three reasons: First, women's hobby of cigarettes is generally limited to pre-marriage, because pregnant women generally stop smoking and may quit smoking after giving birth. As a special commodity, cigarettes must form a solid consumer group. The more times they repeat consumption, the greater the sales income that the consumer group brings to manufacturers. Second, because of their love of beauty, women are often worried that excessive smoking will make their teeth yellow and their complexion will be affected. They are much more temperate than male smokers when smoking, so there are fewer "addicts". Third, the slogan "Mild as May" is so meaty that the majority of male smokers are discouraged from it.