They are sold only in longer 100 and 120 mm (3.9 and 4.7 in) lengths, to afford the cigarettes a more "elegant" appearance and ostensibly to reduce the amount of smoke that they produce.

The original packaging was designed by Walter Landor and was white with colored stripes running lengthwise along the left side.

In 1985, Virginia Slims Luxury Lights 120's were introduced - a 120 mm (4.7 in) length packaging intended to better compete with R. J. Reynolds' More brand, as well as other 120's on the market.

While there was initial concern that 120's might cannibalize customers from other packings (especially Lights), this proved to be unfounded, as the 120's appeared to attract a slightly older demographic.

In 1987, Ultra Lights 100's were introduced, in keeping with changing consumer tastes, other competitive entries and the Benson & Hedges model.

In 1989, Superslims 100's (both menthol and non-menthol) were introduced in response to ultra-thin (21 mm (0.83 in) circumference) competition and consumer demand for an "ultra low-tar" and "low-smoke" product entry.

There are other varieties marketed in the Asia-Pacific region (including the Philippines, Malaysia, Indonesia, Singapore, Hong Kong, Thailand and Vietnam), Russia and South Africa.

From inception, Virginia Slims have been designed and marketed as a female-oriented fashion brand, generally targeted to a younger demographic (18- to 35-year-olds).

While various themes emerged in the marketing campaigns over the years, the basic threads have been independence, liberation, slimness, attractiveness, glamour, style, taste and a contrast to men's cigarettes.

[8] A report by the Surgeon General of the United States has interpreted these marketing strategies as attempting to link smoking "to women's freedom, emancipation, and empowerment.

"[9] This report also tied the increase of smoking among teenage girls to rises in sales of Virginia Slims and other "niche" brands marketed directly to women.

Print ads were generally placed in women's magazines, and formed the mainstay of the marketing campaign, supplemented with billboards and point-of-purchase displays.

The commercials would begin with actors in period costumes reenacting the early 20th century anecdotes in comedic fashion, followed by a glamorous modern-day model smoking the product while dressed in the latest fashions, accompanied by "You've Come a Long Way, Baby," an up-tempo, catchy pop-rock jingle: You've come a long way, baby To get where you've got to today You've got your own cigarette now, baby You've come a long, long way[15][16] On January 1, 1971 at 11:59 p.m, an ad for Virginia Slims was aired during The Tonight Show Starring Johnny Carson that became notable as the final cigarette advertisement to air on television before the implementation of the Public Health Cigarette Smoking Act, which prohibited the radio and television advertising of all cigarettes in the United States.

[19][24] The campaign also featured a model using a throat-touching gesture, which echoes earlier ads that made more explicit claims of voice box benefits.

Other packings, including 120's, Ultra Lights, and Superslims helped push the market share to a peak of 3.1% (nearly 7% of female smokers) in 1989.

[22][28] Virginia Slims are mainly sold in the United States, but also were or still are sold in the British Virgin Islands, Brazil, Argentina, Germany, France, Switzerland, Portugal, Poland, Hungary, Cyprus, Belarus, Ukraine, Russia, Kazakhstan, Philippines, Singapore, Hong Kong, South Korea, Japan and Australia.

[39] Greyson Chance references Virginia Slims as his mother's favorite brand and mentions it multiple times on his 'Portraits' album.

"[40] Episode 66 of the animated television show Duckman is titled "You've Come a Wrong Way, Baby" and its plot involves the tobacco industry.