Philip Morris International Launches New IQOS Iluma in Japan

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Philip Morris International IQOS Iluma

Philip Morris International (PMI) has announced the launch of IQOS Iluma, the latest addition to the company’s growing portfolio smoke-free products for adults seeking alternatives to traditional combustible tobacco products. This new range of IQOS offers what the company considers to be better and more satisfying alternatives to cigarettes and includes multiple generations of the IQOS tobacco-heating system. IQOS Iluma is the brand’s first tobacco-heating system that uses induction-heating technology, which uses no blade and requires no cleaning.

In a press release, PMI CEO Jacek Olczak commented: “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. 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 comes in two different devices in Japan: IQOS Iluma Prime and IQOS Iluma. Both devices use the new induction-heating technology but offer different designs to allow adult users to choose the device that best suits their needs and preferences. These devices use what the company has called a Smartcore Induction System, which heats the tobacco from within the Terea Smartcore Stick. These newly designed sticks are specific to the IQOS Iluma, which features an auto-start function that detects when the Terea stick is inserted and automatically turns on the device. These devices generate no combustion nor smoke, and PMI’s research suggests that IQOS Iluma provides a more pleasurable experience compared to previous IQOS generations.