New Heating Method Without Blade: 'SmartCore Induction System' Applied
IQOS Iluma Exclusive Stick 'Teria' Also Introduced
Released in Two Models: 'IQOS Iluma Prime' and 'IQOS Iluma'
[Asia Economy Reporter Eunmo Koo] Korea Philip Morris has reignited competition in the domestic electronic cigarette market by introducing a next-generation heated tobacco device. Attention is focused on whether Korea Philip Morris can regain its pride, which was bruised after losing the top spot in the domestic market to KT&G, with the launch of its new product.
On the morning of the 25th, Korea Philip Morris held a press conference at the Lotte Hotel in Sogong-dong, Jung-gu, Seoul, announcing the official launch of the new product, the ‘IQOS ILUMA’ series, in South Korea.
The IQOS ILUMA series features a new tobacco heating system that does not have a heating blade and requires no cleaning, which is its biggest characteristic. The ILUMA series, equipped with the ‘Smartcore Induction System,’ heats the tobacco from inside the ILUMA-exclusive tobacco product called ‘Terea Smartcore Stick.’ Because it heats the tobacco internally without burning it, it provides a consistent experience from start to finish, and no residue remains after use, eliminating the need to clean the device. Additionally, new functions such as ‘Autostart,’ which automatically activates the device when the Terea stick is inserted, have been applied.
The IQOS ILUMA series is released in two lineups: ‘ILUMA Prime’ and ‘ILUMA.’ ILUMA Prime features monotone aluminum material and a wrap cover that embraces curves, and it is available in four colors. ILUMA, available in five colors, features a holder with elegant curves and the latest functions. Both products can be used twice consecutively on a single charge.
Jacek Olczak, CEO of Philip Morris International, said, “Philip Morris has expanded its portfolio by introducing various generations of IQOS, and continuing innovation is at the core of our commitment to realizing a ‘smoke-free future.’ Through the launch of the IQOS ILUMA series, we have created a leap forward to provide adult smokers with a better alternative and accelerate the transition from conventional cigarette smoking.”
There is growing interest in whether Korea Philip Morris will reclaim the number one position in the domestic heated tobacco market with the launch of the new product. Since the launch of IQOS in 2017, Korea Philip Morris had maintained the top spot in the domestic electronic cigarette market for about five years. However, in the first quarter of this year, KT&G, led by products such as ‘lil SOLID 2.0,’ overtook the top market share, and the gap widened further in the second quarter. As Korea Philip Morris attempts to turn the tables with the new product, KT&G is also planning to solidify its position by announcing a new lil product on the 9th of next month, making the year-end electronic cigarette market competition even fiercer.
The IQOS ILUMA series will be sold starting from the 10th of next month at all 15 IQOS direct stores nationwide, as well as at official IQOS retailers and convenience stores in Seoul, Busan, and some metropolitan areas. The prices of ILUMA Prime and ILUMA are 139,000 KRW and 99,000 KRW, respectively.
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