TOBACCO companies are masters of marketing. In the Thirties and Forties, they used Hollywood stars such as Clark Gable and Bette Davies to advertise cigarettes. In the Fifties, they sponsored popular television and in the Seventies and Eighties they painted logos on Formula One racing cars.

But, despite their best efforts, sales are falling.

The latest ploy would appear to be the most cynical yet: tapping into young women’s insecurities and obessessions with fashion and style.

New Vogue Perle cigarettes will be sold in new packaging, designed in Paris to fit easily into a handbag or pocket.

British American Tobacco says the product has been launched to meet demand from young women for a “smaller, slimmer, less masculine cigarette”.

Worryingly, at the same time as tobacco companies have stepped up efforts to woo young smokers, the Government has slashed health education advertising.

As a consequence, the number of people trying to quit smoking has slumped alarmingly.

The North-East has the highest rate of female smokers in England. It is a prime target market for Vogue Perle.

Nationally, smoking accounts for almost one-in-five deaths. Treating smoking-related illnesses costs the NHS more than £5bn a year.

The Government needs to find the extra cash to overcome smokers’ dissonance – if it does not, tobacco companies stand to profit and the NHS will ultimately pay a higher price.