'Iqos Iluma One' Launches Domestically on the 16th
"Iluma Lineup Complete... Regaining No.1 in E-Cigarettes"
"Positive Overseas Response... Will Take Leading Position"
Korea Philip Morris has launched a new heated tobacco device, the 'IQOS Iluma One,' aiming to reclaim its leading position in the domestic heated tobacco market. This new product was released just over three months after the launch of the 'IQOS Iluma' series in October last year. Korea Philip Morris plans to secure a definitive advantage in the domestic e-cigarette market by completing the Iluma lineup with this release.
On the 8th, Korea Philip Morris held a press conference at The Plaza Hotel in Jung-gu, Seoul, announcing that the IQOS Iluma One will be officially launched in Korea starting from the 16th of this month. This new product is the third Iluma device following the IQOS Iluma and IQOS Iluma Prime released last year. The price is approximately 30% lower than the existing IQOS Iluma, set at 69,000 KRW.
At a press conference held on the 8th at The Plaza Hotel in Jung-gu, Seoul, Baek Young-jae, CEO of Korea Philip Morris, is introducing the new product 'IQOS Iluma One.' Photo by Song Seung-yoon
The IQOS Iluma One features an integrated design that fits lightly in one hand, making it easy to carry. When fully charged, it can be used continuously up to 20 times. Like other IQOS Iluma products, it uses the dedicated tobacco product, Terea Smartcore Stick. It applies a Smartcore Induction System that heats internally, eliminating the blade and the need for cleaning. However, the 'Auto Start' function found in previous Iluma products is not included. The device comes in five colors, and various customizations are possible through dedicated accessories such as silicone sleeves.
Baek Young-jae, CEO of Korea Philip Morris, said, "Consumer response has been enthusiastic in overseas markets where Iluma One was launched first," adding, "The main reasons for its popularity are the removal of the blade, the application of the smart induction system that requires no cleaning, the sleek design, and the consistent taste from start to finish."
He continued, "Iluma One uses the dedicated tobacco stick Terea and, like the existing IQOS and Iluma series, reduces harmful substance emissions by about 95%. It is also highly portable without a separate holder and is priced reasonably to serve as a better alternative for adult smokers who currently smoke conventional cigarettes."
Regarding market share in the domestic market, CEO Baek mentioned, "The Iluma series has received a good response initially, and with the launch of Iluma One, the Iluma platform family is now complete. If the current response continues, we expect to take the leading position among non-combustible products in the market." Lee Hong-seok, Head of Commercial Operations, also added, "IQOS Iluma is growing in regions where it has already been launched, and in some areas, it has already caught up with the competitor KT&G. With the nationwide launch and sales of Iluma One, we are very encouraged that we can regain the number one position." Korea Philip Morris had maintained the leading position in the domestic e-cigarette market for about five years since the launch of IQOS in 2017 but lost the top market share to KT&G in the first quarter of last year.
On the 8th, promotional models showcased the next-generation heated tobacco device new product 'IQOS Iluma One' at the Plaza Hotel in Jung-gu, Seoul. Photo by Jinhyung Kang aymsdream@
Regarding the coexistence of conventional cigarettes and heated tobacco products in the domestic tobacco market, CEO Baek emphasized, "Although the e-cigarette market is growing, 85% still smoke conventional cigarettes. For the e-cigarette market to expand, the roles of suppliers, consumers, and the government are all important."
He added, "Better alternatives already exist, and discussions about the differences between conventional cigarettes and e-cigarettes are ongoing. The government should play a role in helping consumers make informed decisions. We expect that competitors, who continue healthy competition domestically, will unite in their vision of a 'smoke-free future' and share information with the government, scientific, and health organizations to speak with one voice."
Philip Morris claims that harmful substance emissions from heated tobacco products are on average 95% lower compared to conventional cigarettes. In July 2020, the U.S. Food and Drug Administration (FDA) authorized marketing of IQOS in the United States as a Modified Risk Tobacco Product (MRTP), recognizing that reduced exposure to harmful substances from IQOS can benefit public health.
Meanwhile, the IQOS Iluma One will be available nationwide starting on the 16th at IQOS official stores, authorized retailers, and convenience stores. At the same time, sales channels for IQOS Iluma Prime and IQOS Iluma, which were previously limited to Seoul, some metropolitan areas, and parts of Busan, will be expanded nationwide. All Iluma series models will also be available on the official IQOS online store, Coupang, Naver, and other platforms.
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