According to the information from “Askey Weekly” and the official website of IQOS in Japan, Philip Morris Japan (PMJ) announced on January 29 that it has added a regular color “Electric Purple” to the heating non-combustion product IQOS ILUMA i series, and will gradually launch it in Japanese channels starting from that day.
The official website page indicates that this color variant is available for three models: IQOS ILUMA i PRIME, IQOS ILUMA i, and IQOS ILUMA i ONE. The prices are the same as the existing color options, namely 9,980 yen, 6,980 yen, and 3,980 yen (approximately 65.1 US dollars, 45.6 US dollars, and 26.0 US dollars).
The product has been available for sale since January 29 on the IQOS online channels (including the official online store, etc.) as well as in 4 IQOS Stores across Japan, some IQOS Shops and IQOS Corners. It will be gradually launched in convenience stores and some tobacco retail stores starting from February 3.
The product page on the IQOS official website of Japan shows that for some models, there are now prompts such as “subscription for delivery notification available” or “out of stock”.
It is reported that this color adjustment also led to the discontinuation of some old colors: “Aspen Green” of IQOS ILUMA i PRIME and “Vivid Terracotta” of IQOS ILUMA i will no longer be sold, while the new colors will serve as regular replacements.
In terms of marketing activities, the four IQOS Stores in Japan (Sapporo, Ginza, Nagoya, and Shinagawa) will launch a “Electric Purple” themed display. At the same time, the member special offer page of IQOSPHERE shows that the platform has launched a points activity related to the new color: Users can participate in the lottery with 150 points or more; in addition, they can obtain points by watching related videos and up to 400 points through tasks (quests).