On our Facebook page, experiences from IQOS users who have tried GLO from British American Tobacco are gradually appearing. In the spring, we published the first comparison of GLO with IQOS, and now we are the first to bring you our experience from a week-long comparative review; we will gradually add experiences from other members to the article. At the end of the article, you will also find additional information obtained from longer-term testing.
GLO went on sale at the end of September 2018, just like IQOS, through sales representatives and in Valmont, Geco, and Relay stores. It maintains the exact same pricing policy; through retail partners, it is possible to test it for free with the purchase of 6 packs of NeoStick refills. The standard price of GLO is set as a Starter Pack for new customers.
Neo refills for GLO
The refills are called Neo stick designed for GLO, the price is per pack, with a carton of 200 sticks available at a discounted price. They are standard length, looking like super slim cigarettes filled with real cut tobacco from the Dunhill blend, which abroad can even be lit and smoked like a regular cigarette (though they burn up like paper in about two puffs); however, here they are wrapped in aluminum foil for this very reason, which prevents them from being lit.
4 Neo flavors for GLO:
- Navy Blue - pure tobacco taste
- Electric Yellow - intense citrus flavor
- Electric Green - menthol and mint flavor
- Electric Purple - forest fruits (similar to HEETS Purple)
The Electric Purple flavor appeared on the market a week later and sparked heated online discussions about the unavailability of the same flavor for IQOS, offered in Russia and Ukraine, which Philip Morris did not want to use to provoke the EU. Although the directive banning the sale of flavored cigarettes does not directly apply to HEETS, BAT is evidently not afraid of the conflict and used it as a competitive advantage. An even more intense tobacco variant should arrive during the fall, likely as a response to the launch of HEETS Sienna Label.
Our FB member Bronislav Kuban says about the taste of GLO: I tried the tobacco - good, the menthol is better for me with IQOS. Cleaning is great, no blade, the cigarette is heated around the entire circumference from the outside, so there is no soiling. I think everyone should try it.
How GLO works
The term smoking is again not quite appropriate; it is also about heating, but the difference lies in the method and temperature. Neo refills are freely inserted directly into the GLO base, which is held in the hand the entire time. It is slightly smaller than the IQOS base, available in four metallic colors: Gold, Silver, Black, and Pink. It charges directly via a mains charger with a very short microUSB cable.
GLO does not have a heating blade; inside the base is a heating chamber with two elements that activate in two waves at a temperature of approx. 250°C. This means the chamber gets less dirty and doesn't need cleaning as often as the IQOS with its 350°C temperature. However, it is not true that it doesn't get dirty at all; the package includes a brush, which the manufacturer recommends using to clean the opening chamber from the bottom. Unlike IQOS, the refill is heated from the outside; on foreign forums, this is said to lead to greater release of harmful substances from the paper, which the manufacturer refutes, but no study is available on this. The fact is that the vapor taste is spoiled by a strange aftertaste of burnt paper from the refill, which is quite singed along its entire length after use.
How to use GLO
The refill in GLO is not fixed in any way and is inserted very loosely; it comes out very easily, you feel like it will fall out if you turn GLO upside down, and it very often stuck to our lips and pulled out. It was also unpleasant that it wasn't entirely clear how far to insert the refill into GLO; with more pressure, it could be pushed all the way in.
After pressing the stylish button and a vibration, heating the refill takes about 35 seconds, during which indicator lights appear on the button, and it vibrates again lightly once it reaches operating temperature. To an IQOS user, this time feels endless; we impatiently started puffing too early on an empty draw. The refill can be puffed an unlimited number of times for 3.5 minutes, which is relatively short compared to IQOS's 6 minutes or 14 puffs; we felt it wasn't finished, which is certainly not pleasant considering that many IQOS users already complain that a regular cigarette is "more substantial."
Personally, I don't find using GLO pleasant. Although it can almost be hidden in a man's palm, it has an irregular shape and is relatively heavy compared to the pleasantly small "cigarillo" of IQOS. It may not seem like much, but it is noticeable to carry. However, the fact is that GLO eliminates all the handling of returning it to the charger; there are fewer operations, which is appreciated with daily use. I never really liked slim cigarettes because the filter felt too thin in my mouth; the NeoStick feels similarly unpleasant to me. Overall, using it gives me the impression of smoking a large electronic cigarette.
Battery life GLO vs. IQOS
IQOS is supposed to last for approximately 20 refills; in practice, we have tested it for much more, maybe 30. The holder itself charges for 4 minutes after each cigarette, and every tenth one takes 6 minutes with automatic blade cleaning. This can be annoying at times.
In contrast to IQOS, with GLO you only charge one device; you don't wait for anything, you can smoke one after another. It will ask for a charge after about one and a half packs, which was too little for me for a whole day, so I would still need two units for the day, just like with IQOS.
How Neo refills taste
The density of the smoke is probably the most significant difference between Neo and HEETS. The drawn vapor is approximately the same temperature, maybe slightly cooler, but during the test it did not provide the same enjoyment. The first three puffs or so taste great; they have a slightly lower intensity in feel but good flavor. Afterwards, the tobacco seems to lose strength. After about a minute, the second heating element in the upper part activates; you can tell because the taste changes and the sensation that the vapor contains burnt paper becomes more pronounced.
That this is not just a feeling is confirmed by users themselves, but primarily by the visibly scorched used refills; the wrapping paper is browned, sometimes outright charred. The lower intensity of the draw and the diminishing, initially quite good tobacco taste may not bother many people, but the distinct burnt aftertaste personally prevents me from switching to GLO.
I usually like menthol cigarettes; Neo Electric Green has a hint of mint and probably peppermint, they are not the same as HEETS Turquoise, and combined with the strange taste I call burnt paper, they didn't suit me. Electric Yellow is distinctly citrusy, which isn't really my cup of tea, but some people might actually prefer it over HEETS because the citrus is mostly just in the manufacturer's description, and you only feel a bit of sourness towards the end of the draw. In the end, I was most impressed by Navy Blue, which smells strongly of good tobacco and tastes that way at first, but soon the described aftertaste sets in.
Conclusion: Which is better, GLO or IQOS?
I am an enthusiastic IQOS user, so I expected to dismiss GLO outright; nevertheless, I tried to approach the testing without prejudice and gave it a week to convince me. We tested three units in the editorial office; the first didn't even make it to the second day and ended up back in the box, while the other two are still bravely trying to convince us. My colleague hasn't completely ruled out switching to GLO, but for me, there are several reasons not to switch to the competition; IQOS simply seems significantly better to me.
Advantages of GLO vs. IQOS
- Modern appearance, attractive colors
- Single device without the need for handling
- Seems well-made at first impression
- Less soiling, almost no need for cleaning
Disadvantages of GLO vs. IQOS
- Significantly weaker vapor and smoking enjoyment
- The second half of the refill seems "burnt"
- Larger and heavier device to hold while smoking
- Refills, as long as cigarettes, are bulky
From the list, it is clear that GLO will have a hard time appealing to current IQOS users. This is confirmed by global figures; in Japan, where the electronic cigarette has the most significant market position, it has a very small market share of around 5% after two years; in South Korea, it is about 10% compared to IQOS's 45%; Romania launched about a month ahead and has so far attracted an estimated 2% of IQOS users. GLO will be available in Poland starting next week; there is no information yet about its launch in other markets.
Update after another week with GLO
Through comparison with IQOS, I have come to the opinion that the unpleasant aftertaste, especially towards the end of the heating cycle, may not necessarily be from burnt paper, but also from insufficiently heated tobacco, as I get a similar impression from HEETS if I draw on them too early before they are fully heated. This would mean that 240°C in GLO is not entirely sufficient and would explain why IQOS heats more, even at the cost of needing more cooling.