KUALA LUMPUR: Philip Morris Malaysia Sdn Bhd (PMM), an affiliate of Philip Morris International (PMI), has launched IQOS ILUMA, the latest and most innovative addition to their growing portfolio of smoke-free products for adults who would otherwise continue to smoke.
This range of better alternatives to cigarettes includes multiple generations of the IQOS tobacco-heating system, the No. 1 heated tobacco product in the world. It was officially launched here on Nov 3.
Uniquely, the new IQOS ILUMA becomes the brand’s first tobacco-heating system to introduce induction-heating technology, which utilises no blade and requires no cleaning.
“Our priority has always been to provide a better alternative to adult smokers. Today, with IQOS ILUMA it brings to our market a smoke-free product that carries an intuitive design with the latest induction heating systems that provides consistency and addresses consumer pain points,” said PMM managing director Naeem Shahab Khan.
“We believe that ILUMA will encourage a growing number of smokers to switch to a better alternative and represents an important leap forward in our efforts to accelerate the achievement of a smokefree Malaysia.”
The IQOS ILUMA series offers three devices in Malaysia — IQOS ILUMA PRIME, IQOS ILUMA and IQOS ILUMA ONE. These devices use new induction-heating technology but offer different designs to allow adult users to select the device that best suits their needs and preferences.
The innovative heating technology in these devices is the SMARTCORE INDUCTION SYSTEM™ that heats the tobacco from within the new TEREA SMARTCORE STICK™.
The newly designed sticks are to be used only with IQOS ILUMA, which features an auto-start function that detects when the TEREATM 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’s market research indicates that IQOS ILUMA provides a more pleasurable experience compared to previous IQOS generations.
“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 chief executive officer 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 smokefree 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.”
PMI’s studies to date have found that IQOS generates no combustion and no smoke. Like previous IQOS devices, IQOS ILUMA emits, on average, 95% lower levels of harmful chemicals compared with cigarettes. Importantly, this does not necessarily equal a 95% reduction in risk and IQOS ILUMA is not risk-free.
Smoke-free products present a better alternative to continued smoking for adults who would otherwise continue to smoke. IQOS ILUMA PRIME, IQOS ILUMA and IQOS ILUMA ONE are available on IQOS.com and IQOS authorised stores throughout Malaysia, including Sarawak and Sabah.
They are also available at selected convenience stores and petrol marts. As of Sept 30, PMI’s smoke-free products are available in 82 markets globally. Scientific research underpins the development of PMI’s innovative smoke-free products.
The company employs more than 1,500 R&D positions in two R&D facilities — in Neuchâtel, Switzerland, and Singapore and has stated its ambition to be present in 100 markets with its smoke-free products by 2025.
There are 27.4 million estimated users of the IQOS tobacco heating system globally, of which approximately 19.7 million have switched completely to IQOS and stopped smoking with the balance in various stages of switching.
Furthermore, by 2030, our ambition is to be a substantially smoke-free company, with over two-thirds of our total net revenues coming from smoke-free products. We see a realistic path to becoming a smoke-free company over time, and this will be achieved market-by-market — as we are already demonstrating.
IQOS ILUMA PRIME, IQOS ILUMA, IQOS ILUMA ONE IQOS ILUMA is our most innovative heated tobacco system. IQOS ILUMA PRIME is available in a new design that uses elegant, anodised aluminium combined with a texture wrap.
Olczak said the design of IQOS ILUMA is similar to that of previous IQOS generations, but provides an enhanced tobacco experience with improved draw and stick-by-stick taste consistency — available in five colours with further accessory options, such as holder rings and interchangeable doors.
Since 2008, PMI has invested more than USD 10.5 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes.
This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioural research, as well as post-market studies.
As of Sept 30, PMI’s smoke-free products were available for sale in 82 markets, and PMI estimates that approximately 19.7 million adults around the world had already switched to IQOS and stopped smoking.
Smoke-free products accounted for approximately 36.2% of PMI’s total third-quarter 2023 net revenues. With a strong foundation and significant expertise in life sciences, PMI announced in Feb 2021 its ambition to expand into wellness and healthcare areas and, through its Vectura Fertin Pharma business, aims to enhance life through the delivery of seamless health experiences.
