Philip Morris marks tenth anniversary of IQOS with new ILUMA i launch

Philip Morris International (PMI) has on Wednesday announced the launch of IQOS ILUMA i, the latest addition to its growing portfolio of smoke-free products.

The launch also marks the tenth anniversary of IQOS, originally launched in Nagoya, Japan in 2014.

“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 over two-thirds of our total net revenue to come from smoke-free products by 2030,” said Jacek Olczak, PMI chief executive.

“IQOS ILUMA disrupted the category by introducing induction-heating technology that heats tobacco from within, to provide 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 new series offers three devices in Japan: IQOS ILUMA i PRIME, IQOS ILUMA i and IQOS ILUMA i ONE. All three devices bring a range of adaptable new features. It already delivers an experience that is clean, seamless, and pleasurable thanks to PMI’s bladeless Smartcore Induction System in a variety of designs to meet the diverse preferences of consumers.

The new touch screen on the device’s holder allows users to see experience-relevant information quickly and easily. To personalise the experience, IQOS ILUMA i introduces a new Pause Mode. By swiping up or down on the touch screen, users can pause and resume their smoke-free moment where they left off, without worrying about wasting a stick. Additionally, FlexPuff allows users to enjoy the experience at their pace.

The new IQOS ILUMA i additionally includes smart features like FlexBattery that help prolong the lifespan of the holder’s battery, contributing to electronic waste reduction. Furthermore, the door for IQOS ILUMA i is made from aluminum produced with renewable energy and the inner textile layer of IQOS ILUMA i’s PRIME leather-like wrap is made of 100% recycled plastic.

“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,” said Bertrand Bonvin, president, heat-not-burn platforms at PMI.

“Like previous IQOS devices, it emits, on average, 95 per cent lower levels of harmful chemicals compared with cigarettes. We are proud that consumer feedback continuously fuels our innovation, and IQOS ILUMA i is a testament to that.”

IQOS net revenues have recently surpassed those for Marlboro, making it the number one international nicotine brand in the PMI portfolio. Today, there are 25 markets where PMI’s smoke-free product revenues exceed 50 per cent of total net revenue, including Bulgaria, Czech Republic, Denmark, Greece, Italy, Poland, and Romania.

“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,” Olczak said.