It's not by accident that Juul adopted similar marketing styles of big tobacco, the marketing and design of the products should speak for themselves [0]. WSJ also made a video exploring this business relationship a couple months back [1].
[0] https://pbs.twimg.com/media/D3u7m6nXoAA628x?format=jpg&name=...
[1] https://www.wsj.com/video/how-juul-took-a-page-from-big-toba...