JAPAN. Tobacco products specialist Philip Morris International (PMI) has today unveiled the IQOS Iluma i series in Japan duty-free locations, including at Narita International and Kansai airports.
The launch coincides with the 10th anniversary of the IQOS tobacco-heating system, which originally launched in Nagoya, Japan in 2014.
IQOS Iluma i is the latest in PMI’s expanding portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products.
The IQOS Iluma i series offers three devices in Japan: IQOS Iluma i Prime, IQOS Iluma i and IQOS Iluma i One. IQOS Iluma i Prime and IQOS Iluma i One are available in Japanese travel retail.
PMI CEO Jacek Olczak said: “We leverage science, world-leading brands and commercial capabilities to provide better alternatives to our consumers.
“This anniversary provides an opportunity to renew our smoke-free vision and our ambition for two-thirds of our total net revenue to come from smoke-free products by 2030.
“IQOS Iluma disrupted the category by introducing induction-heating technology that heats tobacco from within, providing a consistent taste experience, no tobacco residue and no need to clean the device.
“Today we take IQOS to new heights with the launch of IQOS Iluma i – the latest innovation in our smoke-free portfolio, offering a range of advanced features for a clean, seamless and more flexible experience.”
The products incorporate PMI’s bladeless Smartcore Induction System. IQOS Iluma i devices feature a touchscreen that allows users to access experience-relevant information.
It also includes a Pause Mode to personalise the experience. By swiping up or down on the touchscreen in Performance Mode, users can pause and resume their smoke-free moment without wasting a stick.
Additionally, the FlexPuff feature allows users to use the device at their own pace (when on Eco Mode).
According to PMI Financials, in Japan nearly one-third of adult smokers are using IQOS and cigarette sales have declined since heated tobacco was launched.
Today there are 25 markets where PMI’s smoke-free product revenues exceed 50% of total net revenue, including Bulgaria, Czech Republic, Denmark, Greece, Italy, Poland and Romania.
PMI President Heat-Not-Burn Platforms Bertrand Bonvin remarked: “IQOS Iluma i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems.
“Like previous IQOS devices, on average it emits 95% lower levels of harmful chemicals compared with cigarettes (see more information here). We are proud that consumer feedback continuously fuels our innovation, and IQOS Iluma i is a testament to that.”
Olczak added: “We have been investing heavily in research and development to provide adults who smoke with better alternatives to cigarettes based on cutting-edge science. But for change to be effectively enacted, government and society at large must play their part.
“It is important that others – like government authorities and regulators – embrace the opportunity offered by innovation and science to benefit the world.”
IQOS Iluma i has smart features including FlexBattery that extend the holder’s battery life, contributing to electronic waste reduction. Furthermore, the door for IQOS Iluma i is made from aluminium produced with renewable energy.
Newly appointed PMI Duty Free Vice President Beste Ermaner remarked: “We are delighted to launch IQOS Iluma i in Japan duty-free locations and to bring the latest and most innovative IQOS to legal-age travelling consumers.
“Furthermore, this launch marks the ten-year anniversary of IQOS, originally launched in Japan in 2014. We are extremely proud to celebrate ten years of IQOS innovation providing better alternatives to cigarettes.” ✈
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