In which countries is the new ILUMA IQOS already available?

In some countries, such as Japan, Switzerland, Greece, Cyprus, Spain and Portugal, IQOS ILUMA, Philip Morris' latest and most advanced smoke-free product offering for adult smokers who would otherwise continue to smoke or use nicotine-based products*, is already present. The revolutionary new IQOS ILUMA line takes heated tobacco to the next level compared to previous IQOS models.

^{*For more information visit the website iqos.com.}

2021: the launch of IQOS ILUMA in Japan

In Japan, the launch of IQOS ILUMA took place in an atmosphere of great curiosity and interest. On the day of the release of the new heated tobacco device, the media had access to an exclusive press conference where the product was presented. Subsequently, Japanese consumers were able to discover IQOS' latest innovation online, on the IQOS Japan website.

This was the first digital launch: in addition to completely renewing the IQOS Boutique with the new design and content dedicated to IQOS ILUMA, a pop-up store was also opened in the heart of Tokyo, in the famous Shibuya intersection. The initiative aroused great enthusiasm among Japanese IQOS users, offered them a memorable experience with the new ILUMA IQOS, and also intrigued adult smokers looking for an alternative to cigarettes, who were thus able to have a preview of the new and innovative range of devices without combustion.

2022: IQOS ILUMA arrives in Spain

After being launched in Japan and Switzerland in 2021, at the beginning of 2022 IQOS ILUMA also landed on the Spanish market, with an initiative entitled "Another Level": an immersive experience in which innovation, design, art and gastronomy have merged to create a unique presentation.

The launch night in Madrid was accompanied by a live art exhibition created by the artist Sfhir, who using cutting-edge techniques such as light painting created photoluminescent works. Light was also the protagonist of the event in the form of an enveloping rain of words in three-dimensional format, thanks to an artistic installation designed by the artist Rebeca Khamlichi.

What is IQOS ILUMA?

The innovative SMARTCORE INDUCTION SYSTEM™ by IQOS ILUMA heats tobacco from the inside without burning it, offering the true taste of tobacco and a satisfaction similar to that of a cigarette*, but without smoke and ash.
The new technology designed for IQOS ILUMA is the Foil less induction system Heating from the inside specially designed tobacco sticks.

Inside the SMARTCORE STICKS™ resides an innovative stainless steel coated metal heating element to offer continuous tobacco heating.

IQOS ILUMA brings with it new advanced features. The new devices are characterized by a refined design, available in different colors of your choice and can be easily customized with a wide range of accessories.

^{*Based on studies conducted in Italy and Japan on a total of 714 IQOS users, Nov2020-Mar2021.}

And in Albania when IQOS ILUMA comes out?

Even in our country there is a lot of interest around the new Philip Morris device. The audience of Albanian adult smokers, very interested in the latest releases and innovation, will have to wait a little longer.

For the moment we cannot reveal too much about the arrival in Albania of IQOS ILUMA, but we assure you that there will be many news in store for the IQOS community. You just have to continue to follow the official social channels of IQOS Albania: Facebook and Instagram.