The Tobacco Industry rakes in over $35 billion a year. That's the same kind of cash that Coca-Cola, McDonald’s, and Microsoft take in, combined. If Big Tobacco were a country, its GDP would slot right between Kenya and Lebanon.
So what if you could tap into 1 percent of that? Or even 1 percent of that 1 percent? That's what the electronic cigarette industry has been betting on (along with Sean Parker, who recently invested in e-ciggies). But unlike the cheap, Chinese-made e-cigarettes at 7-11 or the martian sex toys coveted and customized by "vapers," Ploom is doing something different.
If vaporizers are going to get anywhere near the mainstream, they need to dispatch the silly glowing tips, finicky and flawed hardware, and horribly named "e-juice."The San Francisco-based company is out to make the Nespresso of vaporizers, complete with a sleek, Made in California aesthetic and proprietary pods filled with all-natural tobacco. If vaporizers are going to get anywhere near the mainstream, they need to dispatch the silly glowing tips, finicky and flawed hardware, and horribly named "e-juice."
They need class and sophistication, and the Ploom Model Two delivers.
As its name implies, this is the second variant of Ploom's oversized pen-shaped vaporizer, but it's really the third. The original Model One used the same tiny, tobacco-filled pods, but relied on butane and a temperamental heating element to get the leaves up to temp. Ploom called it a beta for a reason.
Then last year, the company released the Pax, a larger, battery-powered vaporizer designed to use loose-leaf tobacco (or, ahem, other smokable herbs). I used it for a solid three months, before getting tired of constant charge anxiety and carrying a tin of pipe tobacco in my back pocket. So I made the switch the more popular (and occasionally loathed) eGO-style vaporizer that required less maintenance, less care, and fewer trips to Smoker's Depot.
The Model Two might have me switching back. At least for a few days each week.
It's an elegant little thing. Available in either a dark gray or bright white. You twist off the mouthpiece (again, similar to the Model One) and drop one of Ploom's pods into the top. Lightly screw the tip back on, push the round button on the body until it glows white, and when the heating element hits 175 degrees Celsius 30 seconds later, you're getting a flavorful fix without any smoke – just vapor and delicious, wonderful nicotine.
Ploom claims you'll normally get between four or five uses before the Model Two needs a recharge. And based on a few weeks of testing, that's about right. Although three uses was my norm before I put it back on the trick magnetized stand that charges over USB – which gets about as much attention as the Model Two itself.
While the Model Two looks stout, it feels as if the mouthpiece could break off in my pocket, possibly requiring a new tip or – worse – an entirely new unit. But it was obviously a trade-off of simplicity over durability. And for the price – cheaper than most dedicated vaporizers – it's enough to give Ploom a pass.
The six flavors available should appeal to any toker's taste, with everything from straight Virginia-style tobacco to minty fresh or fruity smoothness. But there's always the concern that you might run out of pods, and without Ploom packs available at every corner bodega, the proprietary nature of the pods could make it a tough sell for ex-smokers that are already fatigued by finding smoke-free ways to get their fix.
But the biggest issue with the Model Two – particularly compared to purpose-build liquid vaporizers that are gaining more and more favor – is the lack of a solid, silky exhale of vapor. It's more of a thin cloud than a plume of visual feedback. However, considering liquid vaporizers use medical-grade nicotine and flavoring mixed with propylene glycol to get that thick, massively rewarding exhale, there's something reassuring about knowing that I'm not sucking in any more chemicals than I need.
So for now, the Ploom Model Two is for the occasional, social-style smoker. Someone that wants a bit of a nicotine buzz while out on the town, but none of the sticky stench and social stigma of an actual cigarette. It certainly looks better than the faux-smoke alternatives from BLU or NJoy, and doesn't require an engineering degree to get started like some of the e-cigarette kits available online. Just make sure to order your pods in advance. And in bulk.
WIRED Compact, thoughtful design that's not as off-putting as liquid vaporizers or as embarrassing as fake cigs. Excellent flavors sourced from organic tobacco crops. Barely any lingering odor. A nifty charger that's finally powered by USB.
TIRED Thin vapor makes exhaling less rewarding. Proprietary pods means it's best to buy in bulk. Tip feels like it could snap in your pocket. Smell hangs around longer than other e-cigs. You still might get shit from your friends.