In a bold move to accelerate “a smoke-free future,” Philip Morris International has launched its most innovative product yet – the IQOS ILUMA heated tobacco system. The sleek device made its debut in South Africa this week, marking the first country in Sub-Saharan Africa to welcome the cutting-edge technology.
“While the best option for anyone is to quit tobacco and nicotine products completely, the reality is that many don’t,” said Branislav Bibic, Vice President of Philip Morris South Africa, in a candid admission. However, the company believes IQOS ILUMA provides adult smokers with a compelling alternative to traditional combustible cigarettes.
The IQOS ILUMA represents a significant leap forward with its sophisticated SMARTCORE INDUCTION SYSTEM™ that gently heats tobacco from the core of the specially designed TEREA SMARTCORE STICK™. Unlike previous IQOS models that utilised a blade heating mechanism, this bladeless wonder eliminates the need for any cleaning.
“Our objective is a world without cigarettes, where cigarettes are replaced by smoke-free alternatives that are a better choice than continued smoking,” Bibic proclaimed. He emphasised Philip Morris International’s commitment to innovation, having invested a staggering $12.5 billion since 2008 to develop and commercialise smoke-free products backed by rigorous scientific assessment.
The IQOS ILUMA boasts an auto-start feature that detects the insertion of the TEREA™ stick and initiates heating automatically. With its chic design available in five colours, customisable with holder rings and interchangeable doors, this device seamlessly blends style and technology. And for those keen on an uninterrupted experience, the ILUMA’s holder allows two consecutive uses without recharging.
As Philip Morris International continues its transformation toward a smoke-free future, the IQOS ILUMA represents a defiant stance against the smoking paradigm. With an estimated 20.8 million adults worldwide having already transitioned to IQOS products, this innovative offering could tempt even the most diehard smokers to reconsider their habits. Because when it comes to smoking, getting lit has taken on a whole new meaning.
