David Blecken
Oct 24, 2018

PMI focuses on design to power new phase for Iqos brand

Health claims stand alongside talk of beauty and "harmonious texture" at a global product launch in Tokyo.

Andre Calantzopoulos in Tokyo

In Tokyo yesterday, Philip Morris International PMI held the global launch of what it terms the “next generation of Iqos”, its heated tobacco brand, in the form of new products called the Iqos 3 and Iqos 3 Multi.

The decision to announce the launch in Japan was a nod to its status as the country where Iqos debuted in 2014 and the brand’s biggest of the 42 markets it operates in, with Iqos consumers there...

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