A team from the University of Otago, Wellington and Whakauae Research for Maori Health and Development said that by marketing female-oriented cigarette brand names like "Vogue Bleue" and "Topaz" with feminine colours, packaging and extra-slim cigarettes, companies were appealing to women smokers.
How many hundreds of thousands of taxpayer's dollars have been sunk into this amazing discovery?
Is this finally the elusive break through they have been searching for?
But have they considered that gay men may also find these brands appealing?
Or is that burning question for another study?