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

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

According to a report by Japanese media mynavi on September 14, Philip Morris Japan will launch the limited-edition "IQOS ILUMA BRIGHT" starting 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 aimed at 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 over the past two years since its launch in 2021. Currently, "TEREA" has launched 21 products, and "SENTIA" has expanded to 13 products. For those already using the IQOS ILUMA series, new options are now available.

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, about 72% have completely switched to PMI's smoke-free products, totaling around 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, bringing the total to 23 countries and regions promoting it by the end of June 2023. The sales target for this year is to promote it in 50 countries and regions.

Currently, heated tobacco accounts for over 35% of the Japanese tobacco market, and the growth of IQOS is 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," with vibrant colors and elegant silver, elevating the positioning of IQOS ILUMA.

The suggested retail prices are 9,980 yen for "IQOS ILUMA PRIME BRIGHT," 6,980 yen for "IQOS ILUMA BRIGHT," and 3,980 yen for "IQOS ILUMA ONE BRIGHT," which are the same as the regular models. Sales will begin online and in physical stores on September 28, with major convenience stores and some tobacco shops starting sales on October 17.