Philip Morris Malaysia Launches The IQOS ILUMA As Part Of Its Smoke-Free Goals
The device heats tobacco without burning, leaving no tobacco residue and zero need to clean the device.
By Timothy Tuan — 15 Nov 2023, 02:38 PM
Philip Morris Malaysia has launched a new heated tobacco product called the IQOS ILUMA
The series features three devices — IQOS ILUMA PRIME, IQOS ILUMA, and IQOS ILUMA ONE.
These devices use a new induction heating technology, but what sets them apart is their different designs and functionalities.
1. IQOS ILUMA PRIME
Its design comprises an elegant, anodised aluminium combined with a textured wrap. It's available in four colours, and is customisable both in terms of connected features via your smartphone and offline. It also comes with a range of accessories, such as a charger wrap and holder rings.
2. IQOS ILUMA
The design of the IQOS ILUMA is similar to that of previous IQOS generations, but provides an enhanced tobacco experience with improved draw and stick-by-stick taste consistency. It is available in five colours with further accessory options, such as holder rings and interchangeable doors.
3. IQOS ILUMA ONE
This device offers an all-in-one design that delivers up to 20 consecutive uses when fully charged. It is available in five colours with additional accessory options, such as a silicon sleeve.
Additionally, both the ILUMA and ILUMA PRIME offer two consecutive uses without recharging the holder, and include advanced features available on the IQOS app.
The new IQOS ILUMA is the brand's first smoke-free product that features a tobacco-heating system through an induction heating technology, which is bladeless and requires no cleaning
Known as the SMARTCORE INDUCTION SYSTEM, the induction heating technology heats the tobacco from within the TEREA SMARTCORE STICK.
This stick is inserted into the device, which automatically switches on the moment it detects it.
The IQOS ILUMA offers a cleaner way to heat tobacco from the core without burning the stick, providing a more consistent experience with no tobacco residue and zero need to clean the device.
Do note, however, that the TEREA stick can only work with the IQOS ILUMA series.
The smoke-free device also generates no combustion or smoke.
Similar to previous IQOS devices, the IQOS ILUMA series emits, on average, 95% lower levels of harmful chemicals when compared with cigarettes**
That being said, Philip Morris has stressed that this does not necessarily equal a 95% reduction in risk, and that the IQOS ILUMA series is not risk-free.
**"95% less" represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).
Managing Director of Philip Morris Malaysia, Naeem Shahab Khan, said that the company is continuing to prioritise providing better smoke-free alternatives to adult smokers
"Today, the IQOS ILUMA brings to our market a smoke-free product that carries an intuitive design with the latest induction heating system that provides consistency and addresses consumer pain points.
"We believe that ILUMA will encourage a growing number of smokers to switch to a better alternative, representing an important leap forward in our efforts to accelerate the achievement of a smoke-free Malaysia," he said.
Meanwhile, Chief Executive Officer of Philip Morris International, Jacek Olczak added the global company's goal is achieving a world where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking.
"We have launched several generations of our IQOS heated tobacco system; expanding our portfolio to offer constantly improved, science-backed solutions that take advantage of advancements in technology and address pain points heard from consumers," he said.
