Philip Morris unveils IQOS Iluma

Philip Morris International has announced the launch of IQOS Iluma, the latest addition to their growing portfolio of smoke-free nicotine products.

The new IQOS Iluma is the brand’s first tobacco-heating system to introduce induction-heating technology, which utilizes no blade and requires no cleaning.

“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 Jacek Olczak PMI chief executive.

“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. 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.”

Launching in Japan, the new product offers two devices: IQOS Iluma Prime and IQOS Iluma. Both devices use new induction-heating technology but offer different designs to allow users to select the device that best suits their needs and preferences.

The devices use 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.

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 said its market research indicates that the product provides a more pleasurable experience compared to previous IQOS generations.

“Its breakthrough induction-heating technology heats tobacco from within, without burning, so there’s no smoke, no ash and, like previous IQOS devices, it emits, on average, 95 per cent lower levels of harmful chemicals compared with cigarettes,” said Michele Cattoni, vice president, heated tobacco platforms at PMI.

“However, unlike our previous tobacco-heating systems, IQOS Iluma has no blade. That means no tobacco residue or cleaning—ever. With this, and other product features, we aim to address consumer pain points that may have hindered some adult smokers from beginning or maintaining their journey away from cigarettes in the past.”