Philip Morris International Launches New IQOS ILUMA in Japan to Accelerate the Achievement of a Smoke-Free Future
August 17 2021 - 2:30AM
Business Wire
Pioneering SMARTCORE INDUCTION SYSTEMTM that
Introduces Bladeless Heating Technology to the World’s No. 1 Heated
Tobacco System
Philip Morris International Inc. (PMI) (NYSE: PM) today
announced the launch of IQOS ILUMA, the latest and most innovative
addition to their growing portfolio of smoke-free products for
adults who would otherwise continue to smoke or use nicotine
products. Today, this range of better and satisfying alternatives
to cigarettes includes multiple generations of the IQOS
tobacco-heating system, the No. 1 heated tobacco product in the
world.1 Uniquely, the new IQOS ILUMA becomes the brand’s first
tobacco-heating system to introduce induction-heating technology,
which utilizes no blade and requires no cleaning.
“Our objective is a world without cigarettes; a world where
cigarettes are replaced by smoke-free alternatives that are a
better choice than continued smoking,” said PMI CEO Jacek Olczak.
“We have launched several generations of our IQOS heated tobacco
system; expanding our portfolio to offer constantly improved,
science-backed solutions that take advantage of advancements in
technology and address pain points heard from consumers. This
commitment to continuous innovation plays a significant role in our
ambition to deliver a smoke-free future. The launch of IQOS ILUMA,
our most innovative device yet, gives adult smokers another better
choice and represents an important leap forward in our efforts to
accelerate the end of smoking.”
The IQOS ILUMA series offers two devices in Japan: IQOS ILUMA
PRIME and IQOS ILUMA. Both devices use new induction-heating
technology but offer different designs to allow adult users to
select the device that best suits their needs and preferences.
The innovative heating technology in these devices is the
SMARTCORE INDUCTION SYSTEMTM that heats the tobacco from within the
new TEREA SMARTCORE STICKTM. These newly designed sticks are to be
used only with IQOS ILUMA,2 which features an auto-start function
that detects when the TEREATM stick is inserted and automatically
turns on the device. These bladeless devices offer a cleaner way to
heat tobacco from the core, without burning it, to provide a more
consistent experience, no tobacco residue, and no need to clean the
device. Additionally, they generate no combustion and no smoke, and
PMI’s market research indicates that IQOS ILUMA provides a more
pleasurable experience compared to previous IQOS generations.3
“IQOS ILUMA is our most innovative offering to-date and the new
flagship in our portfolio of science-backed, smoke-free products.
Its breakthrough induction-heating technology heats tobacco from
within, without burning, so there’s no smoke, no ash and, like
previous IQOS devices, it emits, on average, 95% lower levels of
harmful chemicals compared with cigarettes,”4,5 said Michele
Cattoni, Vice President Heated Tobacco Platforms at PMI. “However,
unlike our previous tobacco-heating systems, IQOS ILUMA has no
blade. That means no tobacco residue or cleaning—ever. With this,
and other product features, we aim to address consumer pain points
that may have hindered some adult smokers from beginning or
maintaining their journey away from cigarettes in the past.”
IQOS ILUMA PRIME and IQOS ILUMA are available in Japan for
pre-order on IQOS.com beginning August 17, 2021 and for purchase at
IQOS stores on August 18, 2021.
As of June 30, 2021, PMI’s smoke-free products are available in
67 markets.6 The company has stated its ambition to be present in
100 markets with its smoke-free products by 2025. There are more
than 20 million users of the IQOS tobacco heating system globally,
and PMI estimates that more than 73% (approximately 14.7 million)
of these men and women have switched completely to IQOS and stopped
smoking with the balance in various stages of switching.7 PMI’s
ambition is that by 2025 at least 40 million PMI cigarette smokers
who would otherwise continue to smoke will have switched to
smoke-free products. Furthermore, the company’s ambition is that
more than half of its net revenues will come from smoke-free
products by 2025.
IQOS ILUMA AND IQOS ILUMA PRIME
IQOS ILUMA PRIME is available in a new design that uses elegant,
anodized aluminum combined with a texture wrap. The device is
available in four colors and is customizable both in terms of
connected features via the user’s smartphone and offline with a
wide range of accessories, including charger wraps and holder
rings. The design of IQOS ILUMA is similar to that of previous IQOS
generations but provides an enhanced tobacco experience with
improved draw and stick-by-stick taste consistency—available in
five colors with further accessory options, such as holder rings
and interchangeable doors. Both devices offer adult users the
ability to have two consecutive uses without recharging the holder
and include advanced features that can be enabled or disabled—by
the IQOS app—such as smart gestures, auto-start, various
illumination modes, alerts, and the ability for the user to lock
and unlock their device when needed. IQOS ILUMA is our most robust
device to date, and, as it has no blade, there’s no need to clean
the device.
Philip Morris International: Delivering a Smoke-Free
Future
Philip Morris International (PMI) is leading a transformation in
the tobacco industry to create a smoke-free future and ultimately
replace cigarettes with smoke-free products to the benefit of
adults who would otherwise continue to smoke, society, the company,
its shareholders and its other stakeholders. PMI is a leading
international tobacco company engaged in the manufacture and sale
of cigarettes, as well as smoke-free products, associated
electronic devices and accessories, and other nicotine-containing
products in markets outside the U.S. In addition, PMI ships
versions of its IQOS Platform 1 device and consumables to Altria
Group, Inc. for sale under license in the U.S., where these
products have received marketing authorizations from the U.S. Food
and Drug Administration (FDA) under the premarket tobacco product
application (PMTA) pathway; the FDA has also authorized the
marketing of a version of IQOS and its consumables as a Modified
Risk Tobacco Product (MRTP), finding that an exposure modification
order for these products is appropriate to promote the public
health. PMI is building a future on a new category of smoke-free
products that, while not risk-free, are a much better choice than
continuing to smoke. Through multidisciplinary capabilities in
product development, state-of-the-art facilities and scientific
substantiation, PMI aims to ensure that its smoke-free products
meet adult consumer preferences and rigorous regulatory
requirements. PMI’s smoke-free product portfolio includes
heat-not-burn and nicotine-containing vapor products. As of June
30, 2021, PMI’s smoke-free products are available for sale in 67
markets in key cities or nationwide, and PMI estimates that
approximately 14.7 million adults around the world have already
switched to IQOS and stopped smoking. For more information, please
visit www.pmi.com and www.pmiscience.com.
1 Source: PMI global estimate of total in-market sales of heated
tobacco units as of December 2019 (excluding China and U.S.). 2
IQOS ILUMA is designed to be used only with TEREA SMARTCORE STICKS.
IQOS ILUMA and TEREA SMARTCORE STICKSTM must not be used with
previous IQOS generations, as this may cause damage to the device.
As TEREA SMARTCORE STICKSTM contain a sharp metal part that can
cause serious injury if swallowed, they must be kept out of reach
of children and pets, and must not be ingested or disassembled. 3
Source: Studies conducted in Italy and Japan with a total of 714
IQOS users, November 2020 to March 2021. 4 Important information:
It does not necessarily equal a 95% reduction in risk. IQOS is not
risk-free and provides nicotine, which is addictive. Only for use
by adults. 5 ”95% less” represents the average reductions in levels
of a range of harmful chemicals (excluding nicotine) compared to
the smoke of a reference cigarette (3R4F). See Important
Information on www. iqos.com. 6 Source: Philip Morris International
2021 Second-Quarter Results. 7 Source: Philip Morris International
2021 Second-Quarter Results.
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For further information and assets, please contact: Philip
Morris International Bryson W. Thornton +41 (0) 58 242 4500
Bryson.Thornton@pmi.com Blaine Dodds +41 (0) 58 242 4500
Blaine.Dodds@pmi.com
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