Shortly before World War II, the brand's sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. However, as early as 1885, a brand called 'Marlborough' was already being marketed as a 'ladies' favorite' by Philip Morris & Co. To this end, the filter had a printed red band around it to hide lipstick stains, calling it 'Beauty Tips to Keep the Paper from Your Lips'. Advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.

ДЄround the 1930s, it was starting to be advertised as a women's cigarette, based on the slogan 'Mild As May'. They were first marketed as 'America's luxury cigarette' and were mainly sold in hotels and resorts. The mark 'Marlboro' was registered in the United States in 1908 although no cigarette was marketed under this name until 1923. Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. After his death from cancer in 1873, his brother Leopold and widow Margaret continued the business, growing it and opening a factory on Great Marlborough Street, London, from which the name was taken. In 1846, British tobacconist Phillip Morris opened a shop on Bond Street, London, UK, selling tobacco and rolled cigarettes. A cigarette and a pack of Marlboro Silver Pack (previously called Ultra Lights until the ' light' name was banned as deceitful)

Marlboro types