Draft:Ploom Device: An Overview

The Ploom device, introduced by Japan Tobacco Inc. (JTI) in 2016, represents a hybrid approach to tobacco consumption, incorporating both heated tobacco and electronic cigarette elements. Unlike traditional smoking, Ploom employs a heating chamber to elevate the temperature of tobacco without combustion, aiming to provide users with a cigarette-like experience devoid of smoke and ash.

History
The Ploom device was developed by JTI, a multinational tobacco company headquartered in Geneva, Switzerland. Initially, the Ploom brand was founded by James Monsees and Adam Bowen in 2007 (California, USA) as an electronic vaporizer company with which JTI had partnership since 2011 to commercialized the Ploom products outside the US. However, partnership came to an end in 2015, and JTI acquired a number of patents and trademarks relating to the product; Ploom becomes Pax Labs:

Later, the JTI launched the newly redeveloped device on its own technologies in Japan in 2016, and with time has been introduced to other markets such as the UK and Italy.

Ploom HTP hybrids
JTI's heated tobacco product (HTP), Ploom TECH, and its enhanced version, Ploom TECH+, utilize hybrid technology. This involves heating a liquid to produce vapor, akin to e-cigarettes, and subsequently passing the vapor through a capsule containing tobacco. Launched officially in April 2016 in Japan, JTI characterizes these products as "tobacco infused." Notably, Ploom TECH stands out in the HTP market by employing "low temperature" heating at 30°C and 40°C, respectively. In contrast, conventional cigarettes reach temperatures around 600°C, Philip Morris International's IQOS at 350°C, and British American Tobacco's glo at 280°C.

PloomTech, alternatively marketed as Logic Vapeleaf in the United States since 2017, faced regulatory scrutiny as it seemed to lack Pre-Market Authorization, a mandatory requirement in the U.S. The Food and Drug Administration (FDA) addressed this concern by requesting additional information from JTI in September 2019. Finally, in March 2022, the FDA approved the marketing of Logic Vapeleaf in the U.S.

The JT will discontinue its Ploom TECH, Ploom TECH + and Ploom TECH + With infused tobacco capsule devices, which are only in Japan. They will be available until stocks are sold out.

Ploom Heated Tobacco
Following Ploom Tech JTI introduced Ploom S in August 2019, exclusively utilizing tobacco sticks heated to 200°C. In November 2020, JTI launched Ploom S and Evo tobacco sticks in the UK, making them available online and through various channels, including independent retailers, "pop-up shops," and tobacconist stores. This launch occurred amid the COVID-19 pandemic, shortly after the announcement of renewed closures for non-essential commercial premises, including e-cigarette stores.

In July 2021, JTI unveiled its latest HTP, Ploom X, in Japan, supported by digital campaigns and the introduction of the Ploom X CLUB portal. Additionally, JTI markets tobacco sticks compatible with Ploom devices under its Mevius and Camel tobacco brands.

Japan Tobacco Corporation (JT) announced the launch of their new heated tobacco product “Ploom X Advanced” in November 2023. On October 30, according to an official announcement on the Japan Tobacco website, Japan Tobacco Corporation (JT) revealed that its latest heated tobacco product, “Ploom X Advanced.

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Product Features
Intuitouch design provides an intuitive User Interface that is user-friendly.

The device is artistically designed with an aluminum body that is durable and includes vibration and LED indicators that allow the user to effortlessly check the device's readiness.

Ploom X ensures improved airflow, heating temperature control, and an overall better experience. Blending expert techniques with HEATFLOW®, the heated tobacco sticks bring out the highest quality aroma and a rich aftertaste

The front panels of Ploom X are available in seven different colors and are magnetically attached to the device, allowing consumers to freely customize their device according to their personal preferences.

Marketing
The company has positioned the device as a way for smokers to enjoy tobacco with the less negative health effects of smoking. JTI has also marketed the device as a more convenient and discreet way to enjoy tobacco, as it produces less smoke and odor than traditional cigarettes.

JTI has used various marketing channels to promote the Ploom, including social media, advertising, and influencer marketing. The company has also partnered with retailers and online stores to sell the device and accessories.

Ploom is successful in Japan. Several models of the Ploom device have been launched in Japan, but the real success has been achieved by the well-known Ploom X, Currently, Ploom X holds a 3.8% market share in Japan and has already gained over 1.5 million consumers.

Scientific Understanding
Research on heated tobacco products is ongoing to better understand their impact on health. Some studies suggest that compared to traditional cigarettes, heated tobacco products may expose users to lower levels of harmful chemicals, which has led to the perception that they could be a less harmful alternative. However, the long-term health effects are still not fully known, and the scientific community continues to monitor and assess the potential risks associated with heated tobacco use.

Future Perspectives
The Ploom continues to launch its product worldwide and invest in it, currently reaching 13 countries.