Latest news with #IQOSILUMAi
Identity
3 days ago
- Health
- Identity
Philip Morris Misr Unveils IQOS ILUMA i in Egypt, Marking a New Milestone in Smoke-Free Innovation
Philip Morris Misr successfully launched its latest heat-not-burn device, IQOS ILUMA i, in Egypt on June 23, 2025. The post-event spotlight focused on the brand's continued commitment to scientific innovation and providing better alternatives for adult smokers. IQOS ILUMA i, featuring a cleaner, more user-friendly experience without combustion or residue. The device introduces advanced features such as an interactive touchscreen, Pause Mode, and extended battery life via FlexBattery technology. The launch attracted notable public figures , highlighting strong cultural relevance and public engagement. The event reinforced Philip Morris International's global vision of a smoke-free future and its ongoing investment in developing science-backed smoke-free products to accelerate the shift away from traditional cigarettes.
Identity
3 days ago
- Entertainment
- Identity
A Night to Remember: IQOS ILUMA i Launch Celebration Blends Innovation with Culture
Following the official launch, Philip Morris Misr hosted an exclusive celebration on June 24, 2025, bringing together innovation, music, and culture in a vibrant atmosphere. The event featured dynamic sets by renowned DJs Los Profundos, Mohasseb, and Shimza, creating an immersive experience for guests. Notable attendees included personality and TV director Tarek El Erian, and radio host Marwan Younis, along with a crowd of Cairo nightlife public figures. The evening served as a cultural extension of the IQOS ILUMA i launch, reinforcing the brand's modern identity and commitment to shaping a smoke-free future through meaningful connections and forward-thinking experiences.
The Star
7 days ago
- Health
- The Star
WHAT WILL IT TAKE TO CLEAR THE AIR?
HIS love for his baby daughter was fierce—but not fierce enough to break his addiction. Each time Desmond Lee, 41, held her, she would grimace and fuss, turning away from the smoky scent clinging to his breath and clothes. Yet every attempt to quit cold turkey left him trembling, sweating and on edge—trapped between love and addiction. Lee's struggle mirrors that of millions of smokers around the world, caught in a cycle they long to escape but find impossible to break. For many, quitting altogether feels out of reach. Recognising this, Philip Morris International (PMI) is deepening its commitment to a smoke-free future by investing in science-driven innovation, building retail partnerships and aligning closely with evolving regulatory frameworks. PMI Malaysia and Singapore managing director Naeem Shahab Khan reaffirmed the company's long-standing global ambition to phase out combustible cigarettes by harnessing science and technology for a cleaner future. 'There are nearly a billion smokers worldwide, and approximately 5.2 million in Malaysia alone. The most harmful way to consume nicotine remains through combustion—the act of burning tobacco. If you don't smoke, don't start. If you smoke, quit. If you don't quit, change,' said Naeem during the IQOS ILUMA i launch held at Heritage Valley, Kuala Lumpur recently. Science-based approach PMI's transformation into a science-led business has involved more than US$14bil in research and development investments to date—and that figure continues to grow year-on-year. 'We have over 1,400 scientists as well as research and development experts dedicated to this work. To date, we've published nearly 542 peer-reviewed studies, all of which are publicly available,' Naeem said. These efforts, he added, are part of PMI's long-term strategy to reduce public health harm by eliminating combustion. 'Our extensive research shows that exposure to harmful chemicals can be reduced up to 95% compared to traditional cigarettes when combustion is taken out of the equation. The ill of smoking is in the smoke—when you remove burning, you drastically reduce harmful exposure,' he explained. The company's findings are backed by a growing body of scientific evidence and international regulatory validation, including the US Food and Drug Administration's Modified Risk Tobacco Product (MRTP). Hinging on regulatory partnership Naeem applauded Malaysia's Control of Smoking Products for Public Health Act (ACT 852)—which provides a clear regulatory framework aimed at youth access prevention and combating illicit trade. He called it a 'key enabler for future progress'. 'This law offers much-needed clarity in terms of product definitions, quality control and age restrictions. It also places stronger emphasis on youth access prevention, which we fully support.' Meanwhile, PMI Malaysia Commercial operations director Mazlan Jala Musa noted that the company has introduced internal compliance measures and retail guidelines, all of which strictly adheres to regulatory requirements. These include regular age-verification training for retail partners, in-store compliance checks and continuous education on product categories. 'We work closely with partners including convenience stores and independent retailers to help them understand the differences between products, and most importantly, to ensure they are not selling to minors,' said Mazlan. On market competition, Naeem said PMI does not view other market players as rivals. Instead, he sees them as potential allies in shifting awareness away from combustible cigarettes. 'We define leadership not just by market share, but by how effectively we can reduce smoking prevalence. Anyone aligned with that goal contributes to the bigger picture,' he said. Smoke-free potential Armed with the strong belief that a smoke-free future is within reach, Naeem remains optimistic about Malaysia's potential to transition away from traditional cigarettes—but only through joint effort. He called for continued collaboration between government, civil society, media and the private sector to provide smokers with accurate information—without targeting non-smokers or encouraging uptake. 'The elephant in the room is still cigarettes. That's where most of the harm lies. If we are serious about reducing the health burden of smoking, we must create the right environment to move adult smokers away from combustion. 'If we can pull our efforts together and create a regulatory framework that encourages cigarette smokers to switch to smoke-free alternatives, that is the only way, in my view, Malaysia can become smoke-free,' said Naeem.
Daily Express
25-06-2025
- Business
- Daily Express
Philip Morris International Launches New IQOS ILUMA i in Malaysia to Accelerate the Achievement of a Smoke -Free Future
Published on: Wednesday, June 25, 2025 Published on: Wed, Jun 25, 2025 Text Size: Naeem and MJ presenting the new IQOS ILUMA i. Kuala Lumpur: Philip Morris Malaysia Sdn Bhd (PMM), an affiliate of Philip Morris International (PMI), today announced the launch of IQOS ILUMA i, the latest and most innovative addition to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products. Today, this range of smoke-free alternatives to cigarettes includes multiple generations of IQOS, the No.1 tobacco-heating system1 . 'As the global smoke-free champion, we strive to deliver science-based, smoke-free alternatives to all adult smokers who would otherwise continue smoking. We leverage science, world leading brands, and commercial capabilities to provide better alternatives to our consumers. This innovation provides an opportunity for us to renew our smoke-free vision and our ambition for over two-thirds of our total net revenue to come from smokefree products by 2030,' said Naeem Shahab Khan, Managing Director of Philip Morris Malaysia & Singapore. 'Two years ago in Malaysia, IQOS ILUMA disrupted the category by introducing induction-heating technology that heats tobacco from within, with no tobacco residue and no need to clean the device. Today, we take IQOS to new heights, with the launch of IQOS ILUMA i – the latest innovation in our smoke-free portfolio, offering a range of advanced features for a clean, seamless, and more flexible experience.' Over the past 10 years, PMI's portfolio of scientifically backed smoke-free alternatives, led by IQOS, has created a positive impact on millions of adult smokers and those around them by accelerating an end to cigarettes. Advertisement Within 10 years, IQOS became the number one heated tobacco brand and accelerated the decline of cigarettes in many countries. In Japan, for example, more than one-third of adult smokers are using IQOS2 since heated tobacco was launched. Based on the PMI's 2025 first-quarter results, the smoke-free business accounts for 42% of the total net revenues. Today, there are 95 markets where PMI's smoke-free product are available. 'IQOS ILUMA i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems,' said Oggie Kapetanovic, President Heat-Not-Burn Platforms at PMI. We are proud that consumer feedback continuously fuels our innovation, and IQOS ILUMA i is a testament to that.' PMI's studies to date have found that IQOS generates no combustion and no smoke. Like previous IQOS devices, IQOS ILUMA i emits, on average, 95% lower levels of harmful chemicals compared with cigarettes. Importantly, this does not necessarily equal a 95% reduction in risk and IQOS ILUMA i is no risk-free5,6. Naeem added: 'We have been investing heavily in research and development to provide adults who smoke with better alternatives to cigarettes based on cutting-edge science. But for change to be effectively enacted, government and society at large must play their part. It is important that others – like government authorities and regulators – embrace the opportunity offered by innovation and science to benefit the world.' New features of IQOS ILUMA i The IQOS ILUMA i series offers three devices in Malaysia: IQOS ILUMA i PRIME, IQOS ILUMA i and IQOS ILUMA i ONE. All IQOS ILUMA i devices bring a range of adaptable new features. It already delivers an experience that is clean and seamless, thanks to PMI's bladeless SMARCORE INDUCTION SYSTEMTM in a variety of designs to meet the diverse preferences of consumers. The new touch screen on the device's holder allows users to see experience-relevant information quickly and easily. To personalize the experience, IQOS ILUMA i introduces a new Pause Mode. By swiping up or down on the touch screen, users can pause and resume their experience with the device where they left off7 . The new IQOS ILUMA i additionally includes smart features like FlexBattery that help prolong the lifespan of the holder's battery8. Like the previous series of IQOS ILUMA, these devices use induction-heating technology in a range of innovative designs to allow adult users to select the device that best suits their needs and preferences. IQOS ILUMA i devices are available on the IQOS website and at authorized stores throughout Malaysia, including East Malaysia, as well as selected convenience stores and petrol marts. Adult nicotine users looking for more information on features and usage, visit * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available. Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia
Daily News Egypt
24-06-2025
- Business
- Daily News Egypt
Philip Morris Misr launches ‘IQOS ILUMA i' in Egypt, marking technological leap in smoke-free innovation
Philip Morris Misr has announced the launch of IQOS ILUMA i in Egypt, the latest and most advanced addition to its portfolio of smoke-free products. As the newest generation of IQOS devices, IQOS ILUMA i underscores PMI's continued commitment to scientific innovation and to offering better alternatives for adult smokers who would otherwise continue using cigarettes or nicotine products. This launch reinforces PMI's global ambition of creating a smoke-free future, leveraging cutting-edge science and technology to deliver nicotine without combustion. 'We leverage science, world-leading brands, and commercial capabilities to provide better alternatives to our consumers,' said Ali Nevzat Karaman, Managing Director of Philip Morris Egypt & Levant. 'Following the introduction of IQOS ILUMA in Egypt in 2023, we are now taking the IQOS experience to new heights. IQOS ILUMA i is our most innovative device to date—our flagship product in the portfolio of scientifically substantiated, heat-not-burn smoke-free systems.' The IQOS ILUMA i represents a breakthrough in tobacco heating technology. It is equipped with the SMARTCORE INDUCTION SYSTEM™, which heats tobacco from within—eliminating combustion and providing a cleaner, residue-free experience. The system also removes the need for regular cleaning, making the device more convenient for users. Like its predecessors, the IQOS ILUMA i emits, on average, 95% lower levels of harmful chemicals compared to conventional cigarettes. The device introduces several smart features, including an interactive touchscreen that displays usage information, a Pause Mode allowing users to pause their session for up to 8 minutes, and FlexPuff functionality that enables personalised puff control. In addition, FlexBattery technology improves battery efficiency and extends its lifespan—helping to reduce electronic waste. IQOS ILUMA i is compatible with existing TEREA tobacco sticks, ensuring a seamless and consistent experience for users without the need to switch to new stick formats or systems. 'People smoke for various reasons—not just for nicotine, but also for the taste, sensory experience, and ritual,' said Mircea Zetel Serafim, Director of Smoke-Free Products at Philip Morris Egypt & Levant. 'No single product can satisfy all adult smokers' preferences. That's why we need a diverse portfolio of alternatives that evolve alongside consumer needs and technological advancements.' He noted that IQOS ILUMA i brings together over a decade of research and consumer insights, representing PMI's most sophisticated device to date. Philip Morris International (PMI) continues to advocate for a smoke-free future, rooted in the belief that innovation can transform the tobacco industry. The company sees the development and adoption of scientifically substantiated smoke-free alternatives as a realistic path to eliminating cigarettes. 'We believe traditional cigarettes will be relegated to museums within the next 10 to 15 years,' said Karaman. 'This belief is what drives our ongoing research and development. We aim to offer appealing smoke-free options that encourage every adult smoker to make the switch.' Since 2008, PMI has invested over $14bn in developing, scientifically validating, and commercialising smoke-free products for adults who would otherwise continue to smoke—with the ultimate goal of phasing out the sale of cigarettes entirely. As of 31 December 2024, PMI's smoke-free products were available in 95 markets, with an estimated 38.6 million adult users worldwide. These products accounted for 42% of PMI's total net revenues in the first quarter of 2025.
