New Heating Method Without Blade Applied in 'SmartCore Induction System'
IQOS Iluma Exclusive Stick 'Teria' Also Released
KT&G Announces New Product Launch Next Month, Electronic Cigarette Market Expected to Intensify
CEO Baek Youngjae: "E-cigarette Regulations Must Be Discussed and Decided Based on Science"
[Asia Economy Reporter Eunmo Koo] Korea Philip Morris has reignited the competition for the top spot in the domestic electronic cigarette market by launching a new heated tobacco product after three years. With Philip Morris declaring its intention to reclaim the market leadership position lost to KT&G earlier this year by introducing the new product, KT&G has also announced plans to release a new product next month, making the year-end electronic cigarette market more heated than ever.
On the morning of the 25th, Korea Philip Morris held a press conference at the Lotte Hotel in Sogong-dong, Jung-gu, Seoul, officially launching the new product series ‘IQOS ILUMA’ in South Korea.
The IQOS ILUMA series features a new tobacco heating system without a heating blade and requires no cleaning, which is its most significant characteristic. The ILUMA series, equipped with the ‘Smartcore Induction System,’ heats the tobacco from inside the ‘Terea Smartcore Stick,’ a tobacco product exclusive to ILUMA. Because it heats the tobacco internally without burning it, it provides a consistent experience from start to finish and leaves no residue after use, eliminating the need to clean the device.
Baek Young-jae, CEO of Korea Philip Morris, said, “The biggest issues pointed out in consumer surveys related to existing products were blade cleaning and damage occurring during this process. ILUMA is the most innovative product that solves these problems and will demonstrate considerable competitiveness in the domestic market going forward.”
On the same day, Korea Philip Morris also launched the exclusive Terea Smartcore Stick. However, due to the change in the tobacco heating system, it is not compatible with the existing IQOS exclusive stick ‘HEETS.’ Additionally, ILUMA introduces new features such as ‘Auto Start,’ which automatically activates the device when a Terea stick is inserted.
The IQOS ILUMA series is released in two lineups: ‘ILUMA Prime’ and ‘ILUMA.’ The IQOS ILUMA series has been recognized for its design excellence by winning prestigious global design awards such as the ‘Red Dot Design Award’ and the ‘iF Design Award.’
ILUMA Prime features a monotone aluminum material and a wrap cover that embraces curves, available in four colors. ILUMA, released 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 better alternatives and accelerate the transition from conventional cigarette smoking.”
Attention is also focused on whether Korea Philip Morris will reclaim the number one position in the domestic heated tobacco market with the new product launch. Since launching IQOS in 2017, Korea Philip Morris 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 like ‘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 plans to announce a new lil product on the 9th of next month, intensifying the year-end competition in the electronic cigarette market.
Meanwhile, CEO Baek stated that discussions and policies regarding the harmfulness of heated tobacco products should be decided and implemented based on scientific evidence. In response to questions about regulations in the domestic electronic cigarette market, he said, “Countries like the United States and the United Kingdom recognize that smoking conventional cigarettes is harmful to health and discuss and formulate policies based on scientific evidence to provide better alternatives. Since such policies also benefit public health, we should have discussions in the same manner.” He added, “Since IQOS was launched domestically in 2017 and has established itself as an alternative to conventional cigarettes, the message that electronic cigarettes are less harmful for public health should be expanded further based on scientific data.”
Philip Morris claims that the emission of harmful substances from heated tobacco products is on average 95% lower compared to conventional cigarettes. In July 2020, the U.S. Food and Drug Administration (FDA) authorized marketing IQOS in the United States as a Modified Risk Tobacco Product (MRTP), recognizing that reduced exposure to harmful substances from IQOS could benefit public health.
The IQOS ILUMA series will be available for sale starting from the 10th of next month at all 15 IQOS flagship stores nationwide, as well as official IQOS retailers and convenience stores in Seoul, Busan, and some metropolitan areas. The prices for ILUMA Prime and ILUMA are 139,000 KRW and 99,000 KRW, respectively.
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