Philip Morris Japan debuts limited-edition "IQOS ILUMA BRIGHT"

Philip Morris Japan will launch the limited-edition "IQOS ILUMA BRIGHT" starting September 28.

According to a report from Japanese media mynavi on September 14, Philip Morris Japan will debut the limited-edition "IQOS ILUMA BRIGHT" on September 28.

Before the product launch event, the company held the "PMI Japan New Product Launch Conference."

At the conference, the company's product portfolio manager, Daniel Sevsek, delivered a speech introducing the IQOS ILUMA series product lineup aimed at achieving a "smoke-free society," the 2023 quarterly business update, and the announcement of the limited-edition IQOS ILUMA.

Daniel emphasized that to achieve the goal of a "smoke-free society," the IQOS ILUMA series has expanded its product lineup since its launch in 2021. Now, "TEREA" has launched 21 models, and "SENTIA" has expanded to 13 models. For those already using the IQOS ILUMA series, new options are now available.

IQOS user base grows to 27.2 million

According to the latest report from Philip Morris International (PMI), as of the end of June 2023, there are approximately 27.2 million IQOS users worldwide, an increase of about 1.4 million compared to the first quarter of 2023. Among them, the number of people who have completely switched to PMI's smoke-free products accounts for about 72%, approximately 19.4 million.

One reason for the increase in user numbers is the expansion of the product line, and another reason is the promotion of IQOS ILUMA in different countries and regions.

In the second quarter of 2023, six new countries and regions were added, and by the end of June 2023, it was promoted in 23 countries and regions worldwide. By the end of this year, the sales target is to promote it in 50 countries and regions.

Heated tobacco products account for 35% of the market share

Currently, heated tobacco accounts for over 35% of the Japanese tobacco market, with IQOS growth leading the market. To further accelerate the "smoke-free society," the limited-edition IQOS ILUMA BRIGHT will be launched first in Japan.

This limited-edition product features the concept of "colorful positive energy for you," adorned with vibrant colors and elegant silver, elevating the positioning of IQOS ILUMA to a higher level.

The suggested retail price for "IQOS ILUMA PRIME BRIGHT" is 9,980 yen, "IQOS ILUMA BRIGHT" is 6,980 yen, and "IQOS ILUMA ONE BRIGHT" is 3,980 yen, which is the same as the prices of the regular models. IQOS online and offline stores will start selling from September 28, and major convenience stores and some tobacco shops will start selling from October 17.