The history of tobacco marketing portrays a strong relationship between cigarette advertising targeted to women and the rise in the prevalence of women smoking. This article describes how tobacco companies crafted their marketing strategies to obfuscate the growing evidence of the health hazards of tobacco and to circumvent attempts to regulate cigarette advertising. It shows how the tobacco industry understood and capitalized on the women's liberation movement to sell cigarettes as symbols of freedom and emancipation, tracing the creation and promotion of Virginia Slims as a case study. And it documents the unfortunate success of these marketing strategies as reflected in the trends of tobacco use, especially among underage girls, and the commensurate increase in tobacco-related disease and death among women.