According to foreign reports, Philip Morris International (PMI) opened the UAE’s first iqos boutique in Dubai Shopping Center.
PMI said the new store highlighted its ambition to achieve a smoke-free future for the GCC.
Iqos boutique provides an experience space for adult smokers in UAE to discover smoke-free alternatives to PMI and the science and technology behind it. It comes with a full range of iqos products, including accessories, as well as exclusive products and limited editions.
Iqos boutique will exclusively sell the new iqos crystal blue green limited edition and iqos series, which the company claims is unique in the UAE, including iqos 3 duo and iqos 3 multi.
PMI said it has invested $7.2 billion since 2008 to develop, evaluate and produce alternatives that reduce the risk of smoking. The company said it encouraged adult smokers who would have continued to smoke to switch to better alternatives.
In July 2020, the U.S. Food and Drug Administration (FDA) approved iqos system for sale in the United States, including iqos devices and three heated flavors, for sale as improved risk tobacco products. Iqos is the first electronic cigarette substitute approved for sale through FDA’s MRTP process.
So far, PMI has launched iqos in 57 markets around the world. It is estimated that there are nearly 15 million iqos users in the world. By June 2020, 11.2 million adult smokers worldwide had stopped smoking and switched to iqos, the company said.
According to PMI’s data in the second quarter of 2020, more than 70% of PMI’s business investment is smoke-free products, and nearly 20% of its net income comes from smoke-free products. The company says it aims to have at least 40 million adult smokers switch to PMI smoke-free products by 2025.
By 2024, the global e-cigarette market value is expected to reach 53.4 billion US dollars.
The United Arab Emirates officially legalized the sale and use of e-cigarettes in April 2019 to curb the sale of unregulated e-cigarettes and ensure that the nicotine content of e-cigarettes is 95% lower than that of traditional cigarettes.