IQOS Brings “Smoke-Free” Alternatives for Smokers in the UAE

IQOS Brings “Smoke-Free” Alternatives for Smokers in the UAE

October 8, 2020 Off By admin

In an exclusive interview with Critic Reviewer, Tarkan Demirbas, the Area Vice President at Philip Morris International (ME), speaks about the company’s new boutique at The Dubai Mall, what smoke-free alternatives bring to the table, the company’s expansion plans across the region, and more

What are the differences between IQOS 3 and IQOS 3 DUO?

PMI - New IQOS Lucid Teal Limited Edition
PMI – New IQOS Lucid Teal Limited Edition

IQOS 3 DUO is our latest heat-not-burn product and builds upon the success of IQOS 3. It embodies our quest to continuously improve and deliver the most innovative products to those adult smokers who would otherwise continue to smoke. It is essentially an evolution of IQOS 3 in terms of features and performance and is designed to deliver a better tobacco experience. IQOS 3 DUO features our fastest and most powerful holder to date, providing two consecutive uses without the need to recharge. Consumers don’t need to wait for the holder to charge for the second use. And with Rapid Charge, which may depend on conditions of use after the initial full charging of the holder, the holder charging time is much faster than the charging time of IQOS 2.4+, and it now adapts to consumers’ rhythm of using IQOS. IQOS continues to evolve to make the switch from cigarettes easier for those adult smokers who would otherwise continue to smoke.

How much less harmful is IQOS compared to Burning Cigarettes and Vaping?

PMI - IQOS-Dubai-Mall-Discover Science
PMI – IQOS – Dubai-Mall – Discover Science

The important comparison of smoke-free alternatives is whether they significantly reduce risk compared to cigarette smoking. Products that do not combust, including e-cigarettes–if subject to rigorous quality standards and scientific verification–and IQOS generate significantly lower levels of harmful chemicals compared to cigarettes and have significant potential to be less harmful than continuing to smoke. Ultimately, any specific claim and comparison should be made based on sound scientific evidence on a product-by-product basis.

In the case of IQOS, there is a 95% reduction in harmful chemicals compared to cigarette smoke , and all evidence clearly indicates that the product is less harmful than smoking for those who switch completely. Please note IQOS is not risk-free. It delivers nicotine, which is addictive.

What is the level of Nicotine consumed from each HEETS stick by IQOS legal age users?

HEETS- Turquoise
HEETS- Turquoise

Clinical studies conducted by Philip Morris International show that the level of nicotine from HEETS tobacco sticks inhaled with IQOS is similar to that of a cigarette. As with cigarettes, the exact amount of nicotine delivered will depend on how frequently and deeply one puff.

How many IQOS stores planned in UAE and across the Middle East, if you name the countries and the cities?


Currently, more than 200 IQOS Boutiques exist in around 35 markets worldwide, including Japan, Korea, Germany, Italy, Switzerland, Russia, Colombia, etc. When it comes to the GCC, the IQOS Boutique at The Dubai Mall is the first boutique of its kind and this accomplishment makes us exceptionally proud and delighted, as it is a step forward towards our smoke-free vision. In the Middle East, we have another IQOS Boutique in Ramallah, Palestine.

As IQOS Products are already available in various stores in UAE, Would there be any special edition of IQOS products at the Dubai Mall store?

IQOS Store in Dubai Mall, Dubai, UAE
IQOS Store in Dubai Mall, Dubai, UAE

The IQOS Boutique carries the entire array of IQOS products and hosts exclusive offerings and a much broader range of accessories that add a level of personalization and offer convenience. To celebrate the opening of the IQOS Boutique, the IQOS 3 DUO Lucid Teal seasonal color and a unique capsule collection of iridescent accessories were introduced exclusively at The Dubai Mall. Lucid Teal is the most sophisticated IQOS device color yet, combining blue, green, and silver tones. Its color has been inspired by Amazonite – the most popular mineral used to make teal-colored jewelry. The striking color of Amazonite has long been associated with vibrancy and harmony, inciting quiet reflection, and inviting you to take a moment to yourself. Its name was coined because its lifelike shade and texture evoke the richness of the Amazon rainforest.

Is the Dubai Mall store going to offer special pricing on IQOS products?

The recommended retail selling prices of IQOS products are the same in all IQOS selling outlets, including IQOS Boutique at The Dubai Mall.

Is the Dubai Mall Store only sell IQOS Products or would be selling other Philip Morris products?

PMI - IQOS-Dubai-Mall
PMI – IQOS – Dubai Mall

The IQOS Boutique carries the entire array of IQOS products, consumables and hosts exclusive limited editions and a broad range of accessories that add a level of personalization and offer convenience. The IQOS Boutique only carries IQOS devices IQOS accessories and consumables to be used with IQOS.

Statutory Warning: IQOS and PMI’s products are not risk-free and are addictive.