Philip Morris International Launches New IQOS ILUMA in Japan to Accelerate the Achievement of a Smoke-Free Future

Rhea-AI Summary

Philip Morris International (PM) has launched IQOS ILUMA, a new tobacco-heating device that utilizes innovative induction-heating technology, marking a significant advancement in their smoke-free product portfolio. This launch follows PMI's commitment to replace cigarettes with better alternatives, with over 20 million global users of the IQOS system. IQOS ILUMA offers cleaner operation with no blades or cleaning required, and emits 95% lower levels of harmful chemicals. Available for pre-order in Japan from August 17, 2021, it represents PMI's ambition to expand its smoke-free product reach to 100 markets by 2025.

Positive

• Launch of IQOS ILUMA introduces advanced induction-heating technology.
• Over 20 million global users indicate strong market acceptance of IQOS products.
• PMI aims for a significant increase in smoke-free product market presence by targeting 100 markets by 2025.
• Anticipation of 40 million smokers switching to smoke-free products demonstrates robust growth potential.
• The new products are designed to address previous consumer pain points, enhancing user experience.

Negative

• None.

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 SYSTEM^TM that heats the tobacco from within the new TEREA SMARTCORE STICK^TM. These newly designed sticks are to be used only with IQOS ILUMA,² which features an auto-start function that detects when the TEREA^TM 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 STICKS^TM must not be used with previous IQOS generations, as this may cause damage to the device. As TEREA SMARTCORE STICKS^TM 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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FAQ

What is <i>IQOS ILUMA</i>?

IQOS ILUMA is Philip Morris International's latest smoke-free product that uses induction-heating technology to provide a cleaner tobacco experience.

When was <i>IQOS ILUMA</i> launched?

IQOS ILUMA was launched on August 17, 2021, with availability in Japan.

How does <i>IQOS ILUMA</i> differ from previous <i>IQOS</i> devices?

IQOS ILUMA uses no blade and requires no cleaning, offering a more user-friendly experience compared to earlier models.

What are PMI's goals for smoke-free products by 2025?

PMI aims for at least 40 million smokers to switch to smoke-free products and to generate over half of its net revenues from these products.

What percentage of harmful chemicals does <i>IQOS ILUMA</i> reduce compared to cigarettes?

IQOS ILUMA is estimated to emit 95% lower levels of harmful chemicals compared to traditional cigarettes.