Glo is a battery operated smokeless alternative to combustible cigarettes and works by heating sticks containing tobacco leaves. These refills which look like short cigarettes, must be inserted into the device and are heated up once it is switched on.
BAT launched Glo for the first time in South Korea in August 2017, opening its first flagship store in the Garosugil shopping district of Seoul. Similarly PMI had launched its own HnB iQOS the previous May.
Glo marketed as more user friendly than other HnBs
One of Glo’s selling points has been its competitive price. While the IQOS device sells at 120,000 won, Glo is priced at 90,000 won. “We have three wins in next generation products. More choice, more innovation, less harm,” said Roberta Palazzetti, the area director for BAT North Asia.
“It’s one touch, one button. It’s got a very easy-to-understand user interface. It’s easy to clean. Lastly, it’s very easy to carry,” explained Hamish Norrie, the marketing director of BAT Korea at the time of the original launch.
Now BAT Korea has announced the launch of the upgraded version of Glo, which comes with enhanced function and design. Additionally last Monday the tobacco company also unveiled Neo, a non-burning tobacco exclusively for the device that is to replace the existing Neostiks.
Korea’s ever-growing market of safer alternatives
The demand for smokeless tobacco devices and e-cigarettes in Korea has been growing. When iQOS was first launched in Japan, it was immediately sold out, but in Korea it did even better.
“Korea has benefited from the product awareness generated by Japan, so it has been a faster start than Japan and I hope it will continue that way,” said Calantzopoulos at the time. “They are [both] countries which are open to innovation and trying new products, and have a culture of considering people around them.”
Read Further: Pulse