JAPAN/INTERNATIONAL. Philip Morris International has introduced the limited-edition IQOS ILUMA i Prime Skylens, inspired by the ‘world of flight’ and the first PMI device created exclusively for airport travel retail.
The product launch takes a multi-level engagement approach across selected duty-free stores, with activations designed around the airport and travel environment.
IQOS Skylens made its debut in Japan with a dedicated pop-up at Narita International Airport in partnership with NAA Retailing. The activation is located just a two-minute walk away from the IQOS Boutique in Terminal 2.
Paying homage to the sensation of flight, the animation recreates an in-flight atmosphere through cues from aircraft design and comfort, built around an ‘above the clouds’ theme.
The pop-up brings together smoke-free product discovery, an augmented-reality experience and a lounge-style setting, giving adult smokers the opportunity to explore IQOS Skylens in a practical way.
As an airport-exclusive concept, the activation and premium device have been developed specifically around the travel journey.
Following its debut in Japan, IQOS Skylens has been progressively rolled out across selected airport duty-free locations in Europe, including Germany, Italy, Spain, Greece, Switzerland and Serbia, followed by South Korea, Qatar, Saudi Arabia, Egypt, Morocco, Lebanon and Malaysia.
Philip Morris International Vice President of Global Travel Retail Beste Ermaner said, “IQOS Skylens is our first device created exclusively for airport travel retail, and it reflects what makes this platform distinctive – a place where discovery and exclusivity go hand in hand.”
She also highlighted how the launch reflects PMI’s broader ambition to improve adult smokers’ access to scientifically substantiated smoke-free alternatives.
“Our focus is on accelerating smoke-free transition globally by bringing alternatives closer to adult smokers,” Ermaner added.
“Today, IQOS is used by more than 35 million adults worldwide who would otherwise continue to smoke, and it plays a central role in PMI’s transformation toward a smoke-free future.
“In travel retail, we have a unique opportunity to make this innovation more accessible and understandable to legal-age nicotine users at moments when they are open to discovering something new, evidence-based and considering change.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, wines & spirits distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
