PMI announced the latest model ‘IQOS ILUMA’ series of heat-not-burn tobacco IQOS and the exclusive tobacco sticks “TEREA”.
In Japan Retail price (including tax) is 12,980 yen for the flagship model “IQOS ILUMA Prime” and 8,980 yen for the standard model “IQOS ILUMA”. A total of 12 types of “TEREA Sticks” is available in a box of 20 for 550 yen.
More freedom to customize
The main difference between the two models in the ILUMA series is the outlook design the specifications and functions are the same.
It is possible to customize with accessories that are a bit different from the conventional model, such as the main body wrap cover that allows you to select various materials such as fabric and leather, and the ring set at the tip of the holder
“IQOS ILUMA Prime” is available in four colors: Jade Green, Gold Khaki, Obsidian Black, and Bronze Taupe. It has a stylish design that the main case is made of aluminum and the wrap cover lid is made of leather or fabric.
“IQOS ILUMA” is available in 5 colors: Moss Green, Pebble Beige, Pebble Gray, Azure Blue, and Sunset Red.
IQOS ILUMA Standard model design style is similar to the previous model “IQOS 3 DUO”, the power bank case has a matte texture and the door that is gloss electroplated opens from its side, this also supports customization of the ring set at the tip of the holder.
The charger can be fully charged in about 135 minutes, and the holder can be charged 20 times. It corresponds to the continuous use of two.
In addition, new features include smart gestures that notify you of the number of times the remaining tobacco sticks can be used and the usage time by tapping or tilting the holder, and auto start and lights that automatically start heating when the stick is inserted. It is equipped with functions such as illumination, and users can enable / disable it according to their preference.
Innovative model that abolished the first blade in IQOS history
The biggest feature of the ILUMA series is the structure without a heating blade called the smart core induction system.
In the first place, conventional IQOS maximizes the taste of tobacco leaves by inserting a special tobacco stick into the blade inside the holder and heating the whole from the inside at a uniform temperature.
In the “ILUMA” series, this characteristic blade is abolished, while the heat attractant built into the “Terrier Stick” heats the tobacco leaves directly from the inside without burning them.
The sealed reconstituted tobacco parts is positioned at the center of the “TEREA Sticks” whichh prevents tobacco residue or ash from falling off and stain the heating pen, eliminating the need for cleaning after use. It solves IQOS’s biggest problems such as blade break damage and saves cleaning effort.
In addition, lots of IQOS users feel that “IQOS ILUMA” helps in reducing their usage (* From November 2020 to March 2021, a survey of a total of 714 IQOS users conducted in Italy and Japan).
Initially, “TEREA Stick” has a total of 12 flavors, including 4 types of regular, 3 types of menthol, and 5 types of fruit flavored menthol.
The “TEREA Stick” is exclusively designed for the “ILUMA” device series, and is not compatible with previous model IQOS DUO.
Philip Morris International CEO Yacheck Olzac, at a press conference in Switzerland, said, “Like previous IQOS products, IQOS ILUMA produces an average of 95% less harmful components than cigarettes. It’s not coming without risk, but it’s a better option than cigarettes, “he said.” Curently, there are 20 million adult smokers around the world choosing IQOS as a better alternative. We will continue to work on achieving our goal of having more than 40 million adult smokers switching to our smoke-free products by 2025. ” He hoped that the new IQOS would be a tornado spreading across the world smoking market.