Philip Morris International (PMI) has launched IQOS Iluma Prime with Dubai Duty Free at Dubai International Airport (DXB). The device is the hero product in PMI’s portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products.
The Dubai Duty Free launch at T1 and T3 follows IQOS Iluma Prime’s introduction in Japanese airport duty free in September 2021, and in European airport retail at key Swiss airports earlier this year. PMI and Dubai Duty Free have enjoyed a long-standing and highly successful partnership since IQOS was first launched at DXB.
PMI bills the IQOS Iluma Prime as its most refined and advanced tobacco heating product and a major step towards the company’s commitment to promoting a ‘smoke-free future’.
The IQOS Iluma is the brand’s first tobacco-heating system to introduce induction-heating technology, which requires no blade and no cleaning.
Philip Morris International Manager, Customer Experience Middle East Travel Retail Cem Yamanyilmaz shared news of the launch in a LinkedIn post. He said: “Can’t be more proud of launching IQOS Iluma today at the world’s busiest travel retail spot with Dubai Duty Free.
“I’m blessed to have such a dedicated and committed IQOS team at DXB Airport, bringing everything they do to the next level, all the time going above and beyond. Confident they will do the most spectacular launch for the IQOS Iluma.”
Reacting to the news, Philip Morris International Vice President Duty Free Edvinas Katilius said in a LinkedIn post: “Well done and massive thank you to everyone involved in this project. Great to see this dedication and team spirit. Also, a special thank you to our duty free retail and distribution partners for seamless collaboration.”
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.
The company’s aim is that more than half of its net revenues will come from smoke-free products by 2025.
