Puff Goes the Ashtray: Philip Morris Malaysia’s IQOS ILUMA Ignites a Smoke-Free Future

Say ta-ta to the tar and hello to Philip Morris Malaysia’s shiny new IQOS ILUMA.

If you’ve used an IQOS device in the past, you’d be familiar with the heatsticks and the device blade that you’ll have to clean every so often. Well, the latest generation IQOS ILUMA introduces the use of induction-heating technology, which doesn’t use a blade nor cleaning!

At the core of this new technology is the SMARTCORE INDUCTION SYSTEM that heats the tobacco from within the newly designed TEREA Smartcore Stick. Better yet, it also features an auto-start fuction that detects when a TEREA stick has been inserted and automatically turns the device on.

On top of that, the company says the IQOS ILUMA devices provide a more consistent experience without combustion or smoke, which their market research indicate provides a more pleasurable experience compared to previous IQOS generations.

Philip Morris Malaysia’s Managing Director Naeem Shahab Khan says the ILUMA addresses many pain points consumers had with previous generation devices, and that this device is their next step towards a smoke-free Malaysia:

“Our priority has always been to provide a better alternative to adult smokers … We believe that ILUMA will encourage a growing number of smokers to switch to a better alternative and represent an important leap forward in our efforts to accelerate the achievement of a smoke-free Malaysia.” – Naeem Shahab Khan

Malaysia will be getting a series of 3 ILUMA devices that cater to different needs and preferences:

The ILUMA features a design and use that’ll be the most familiar to existing users. The holder can be used twice without returning back to the case for a charge.

The ILUMA ONE is an all-in-one design that’s more portable and can deliver up to 20 consecutive uses when fully-charged.

The ILUMA PRIME is the most premium-looking of the 3, with a sleek anodized aluminum body hugged by a textured wrap. It also can be used twice consecutively without returning the holder to the case for a charge. Each device also comeS in a range of colors and optional accessories, plus you can make further customizations using the IQOS app.

Just a note though, these new sticks cannot be used with older IQOS models, and vice versa.

All 3 devices are available on IQOS.com and at authorized stores throughout Malaysia. They’re also available at selected convenience stores and petrol stations.

Now, the serious stuff – while IQOS devices emit (on average) 95% lower levels of harmful chemicals compared to cigarettes, this doesn’t mean that it’s 95% safer. There is still risk involved when using nicotine and tobacco products of any kind. Smoke-free products such as IQOS are simply giving a better alternative to adults who are already smoking. DON’T START!