Philip Morris International Global Travel Retail (PMI GTR) has unveiled the new IQOS ILUMA i Electric Purple device, which is available across domestic markets and in global travel retail worldwide.
A statement said, “This latest‑generation device reinforces PMI GTR’s commitment to accelerating the smoke‑free transition by advancing innovation, next‑generation technology and best‑in‑class retail execution.”
This latest addition to world-leading tobacco heating system IQOS, available in the new Electric Purple colour, began its rollout in Japan travel retail and is continuing through a phased introduction across the Middle East, Egypt, Morocco, Tunisia, Indonesia, Malaysia, South Korea, Europe and South Africa. PMI’s leading smoke‑free product is now available in more than 300 airports across all regions.
PMI added, “The new expression is an invitation for adult smokers who would otherwise continue smoking to step beyond the ordinary and explore new, science‑backed possibilities in the travel retail environment – joining the global IQOS community of over 34 million adults who have already chosen a better alternative to cigarettes.
“The introduction of the Electric Purple IQOS ILUMA i to travel retail is a testament to how we are turning our smoke-free vision into a tangible reality for adult travellers. GTR business is a strategic engine for our growth at PMI, providing a unique opportunity to engage with legal‑age nicotine users globally and guide them toward science‑based, better alternatives to cigarettes.”
For PMI GTR, it also represents “exciting opportunities to serve as an important first touchpoint that addresses the needs of legal‑age nicotine users, while working closely with our partners to support adult smokers in their intention to make a positive change in their lives”.
Built on technology that heats, not burns, real tobacco, IQOS produces a nicotine‑containing aerosol without smoke, fundamentally different from cigarette smoke because it eliminates combustion. IQOS is not risk-free and provides nicotine, which is addictive, noted the company. ✈
