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Latest News | PMJ announces the sale of new heat-not-burn products IQOS ILUMA and TEREA in Japan from August 18


Philip Morris Japan (abbreviated as PMJ) held a press conference in Tokyo on the 17th and released two models of IQOS’ new heat-not-burn equipment “IQOS ILUMA” and “IQOS ILUMA PRIME” and 11 flavors of special cartridge “TEREA” , And announced that it will be released in Japan on the 18th.

The new product has a brand new look. Both models of the IQOS ILUMA series launched in Japan this time use the new technology “Intelligent Core Inductance System™”, which is the first device in the history of IQOS that does not have a heating sheet.

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Start heating from the core. The IQOS ILUMA series equipment no longer uses Marlboro cartridges, but uses the special cartridge “TEREA” to heat the tobacco leaves from the inside, which improves the smoking experience without generating residues and does not require cleaning, thus realizing an upgraded experience of IQOS.  Compared with the previous IQOS, the IQOS ILUMA series is a more practical device, because there is no heating sheet, so there is no need to worry about loss.



Note: The dedicated cartridge “TEREA” cannot be used with traditional IQOS equipment or other heat-not-burn equipment, because the cartridge contains metal flakes, which will damage the equipment.


IQOS ILUMA PRIME is a brand-new flagship model with a combination of aluminum body and other materials. It has 4 colors including Jed Green, Gold Khaki, Osidiya Black, and Bronze. IQOS ILUMA continues to use the previous IQOS. Design, the fuselage has 5 colors: brown green, light gold, gray, blue, sunset red; the shell accessories and cigarette rod accessories of the two models can be customized according to personal needs.



General specifications, the cigarette rod can be used continuously for 2 times per charge, and once every 20 times, the charging time is about 135 minutes. Both models have advanced features that can be enabled or disabled, such as smart gestures (lift/double tap), automatic start/stop, lighting decoration changes, and alarm functions. Details can be confirmed on the IQOS website.

The sales of IQOS ILUMA and IQOS ILUMA PRIME in Japan will start from August 17 on the IQOS online store and IQOS LINE official account reservations, and the delivery will start sequentially after September 2.  In addition, it will be sold at 9 IQOS stores across Japan and IQOS ILUMA Lab Shibuya (a fashion store for a limited time) from August 18, 2021.  After that, starting on September 2, 2021, IQOS stores, IQOS counters, national cigarette sales stores including convenience stores, some IQOS spot stores, and IQOS telemarketing centers will start to sell in sequence.

Philip Morris International has once again innovated, one step further from the ideal “smoke-free society”. The IQOS ILUMA series has unprecedented ease of use, attractiveness and satisfaction. This helps convert adult smokers from traditional cigarettes to non-combustible products.


As of June 30, 2021, PMI’s smoke-free products are sold in 67 markets, and its goal is to expand to 100 markets by 2025. At present, there are more than 20 million users of IQOS worldwide, and more than 73% of men and women (approximately 14.7 million people) have completely converted to IQOS. In addition, the remaining approximately 5 million people are converted at different stages. PMI’s goal is that by 2025, among PMI cigarette users who continue to smoke, at least 40 million people will switch to heat-not-burn products. In addition, by 2025, more than 50% of PMI’s net income will come from smoke-free products.

“Based on scientific evidence, the company provides a better alternative to IQOS for adult smokers who intend to continue traditional cigarettes. Alternatives to traditional cigarettes can be accepted by adult smokers. Completely separated from the important factors of traditional cigarettes, even if it is a low-risk product, if adult smokers do not replace it, it will not benefit the smoker or the public health. In response to the needs and expectations of adult smokers, it is based on scientific evidence. Product development is an important factor in acceptance by adult smokers.”





Post time: Aug-24-2021
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