By Victoria Barker

LADIES, think twice before you take a puff of that cigarette - smoking can add up to 20 years to your appearance in the form of freckles, crow's feet and deepened lines and wrinkles.

That is a warning the Health Promotion Board (HPB) hopes will resonate with beauty-conscious women, to deter them from picking up the habit and to encourage those who are already smoking to quit.

Yesterday, it launched its latest anti-smoking initiative - a faux cosmetic brand called ASH, that promises to give you "looks to die for" - at a roadshow in VivoCity.

Designed to look like an actual line of cosmetic products, ASH consists of a lipstick, foundation, loose powder, eyeshadow and nail polish - all made of real cigarette ash to further drive home the point.

At its beauty counter, promoters talk to "customers" about the effects of smoking on beauty.

Ms JoAnn Taylor, deputy director of the adult health division of HPB's substance-abuse department, said: "The objective is to teach women that smoking isn't only about longterm health effects like cancer.

"We also want to show them that the chemicals in cigarettes show through very quickly on the surface of their prized possession: their appearance."

The initiative is part of HPB's Fresh Air For Women programme, which was started in 2004 to encourage women to adopt a smoke-free lifestyle.

The proportion of female smokers increased from 3.6 per cent in 2001 to 9.1 per cent in 2007.

"One thing we found out, when reaching out to women, was that a lot of them said that if their looks were compromised, they would consider quitting smoking," Ms Taylor said. The roadshow with the ASH beauty counter will be held at VivoCity until Sunday.

It also features a photo-booth that can digitally alter a person's appearance to show how smoking would age them faster.

Non-smoker Elaine Chew, 20, who wandered into the roadshow expecting real cosmetic products, was surprised to find out the effects of smoking on the skin, teeth and nails.

Smoking not only dulls the complexion and makes skin look sallow, but also stains teeth and nails.

"I know that smoking is bad for my health, but I didn't realise how old it can make a person look. I'm definitely glad I never picked it up and don't plan on doing so in future," the telemarketer said.

vbarker@sph.com.sg

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