The electronic cigarette is a new alternative to cigarette smoking that is sweeping the country due to its innovative concept and effective performance. By utilizing a vaporization process in place of burning tobacco, the e cigarette avoids all of the downfalls associated with smoking and leaves only the satisfaction.
According to showbiz reports the media mogul has become the latest high profile celebrity to ditch traditional cigarettes in favour of the e-cigs.
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Cowell has often spoken about his penchant for enjoying a cigarette, and at one point was rumoured to get through a staggering 40-a-day. However in recent years the 53-year-old talent show judge has looked to decrease his smoking consumption. In 2012 he turned to hypnosis to try and kick the habit with some success, but now it looks like he has found a suitable alternative in the form of electronic cigarettes.
According to his Britain's Got Talent co-judge, Amanda Holden, who was speaking to the Daily Mirror this week “Simon does not smoke any more.” Holden then went on to describe his new electronic cigarette usage; “He has got a vaporising cigarette instead. He smokes air, or rather water. It's amazing.” A source at Britain's Got Talent apparently confirmed Holden's report, telling the Mirror; “Simon is trying to cut down on the [menthol cigarettes] and he's finding that the electronic cigarettes are really helping.”
In the UK electronic cigarettes have become increasingly popular in recent years with users of the product projected to top one millions before the end of 2013. The healthy traditional cigarette alternative consists of many benefits such as no tar, no tobacco, you are allowed to smoke or vape it anywhere and it doesn't leave a smell on your clothes. Studies such as Mintel Repots show that electronic cigarette users purchase an e-cig to help them on the journey to quit smoking.
Cowell is not the first celebrity to turn to electronic cigarettes either, with American stars Katherine Heigl, Johnny Depp, Britney Spears, Lindsay Lohan, Kevin Federline, Leonardo Dicaprio, Dappy from N'Dubz, Paris Hilton and Ian Peres regularly spotted using the product. But given the omni-presence of Cowell, use from the tv-talent show impresario could well be the kick that takes the product into the mainstream.