UAE. Philip Morris International (PMI) has revealed the first images from the launch of IQOS Iluma Prime at Dubai Duty Free (DDF). As reported this represents a debut for Iluma Prime in Middle East travel retail, the hero product from PMI’s IQOS smoke-free portfolio. The product is aimed at adults who would otherwise continue to smoke or use nicotine products.
The appearance of IQOS Iluma Prime in Dubai International Airport terminals 1 and 3 this week follows the initial market launch in Japan and Switzerland duty free last year.
PMI Vice President Duty Free Edvinas Katilius said: “The launch of the IQOS Iluma Prime, our most refined and advanced device yet, in Dubai Duty Free, further demonstrates our constant commitment to delight our legal age consumers in travel retail with our most premium and stylish product range.”
The new IQOS Iluma range features the brand’s first tobacco-heating system to introduce induction-heating technology, which uses no blade and requires no cleaning.
The innovative heating technology in these devices is the Smartcore Induction System that heats the tobacco from within the new Terea Smartcore Stick. These newly designed sticks are to be used only with IQOS Iluma, which features an auto-start function that detects when the Terea stick is inserted and automatically turns on the device.
PMI noted that 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.
The device offers 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. These features include smart gestures, auto-start, various illumination modes, alerts, and the ability for the user to lock and unlock their device when needed.
PMI has a target to be present in 100 markets with its smoke-free products by 2025, which were already available in 67 markets as of June last year. There are currently more than 20 million users of the IQOS tobacco heating system globally.
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 aim is that more than half of its net revenues will come from smoke-free products by 2025.
“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.”
