The new device forms part of PMI’s next-generation IQOS ILUMA range.

Philip Morris International Global Travel Retail (PMI) has introduced the new IQOS ILUMA i Electric Purple device to the travel retail channel, reinforcing its strategy to accelerate the shift towards smoke-free alternatives through product innovation and expanded airport distribution.

The latest addition to the IQOS portfolio is now available in domestic markets and across the global travel retail platform, with rollout beginning in Japan travel retail before expanding through a phased launch across the Middle East, North Africa, Europe and Asia.

The device forms part of PMI’s next-generation IQOS ILUMA range, which uses tobacco heating technology rather than combustion. The system heats real tobacco to produce a nicotine-containing aerosol without smoke, offering adult smokers an alternative to traditional cigarettes.

Presented in a new Electric Purple colourway, the device is designed to appeal to adult travellers seeking distinctive design and advanced technology within the growing smoke-free category.

Travel retail remains a strategic channel for PMI as it seeks to engage adult nicotine users at key international gateways. The company’s smoke-free products are now available in more than 300 airports worldwide, providing brands with opportunities to introduce innovations to a global audience of travellers.

According to PMI Global Travel Retail, the launch reflects its ongoing focus on combining product innovation with strong retail execution in airports, positioning travel retail as an important touchpoint in encouraging adult smokers to explore science-based alternatives.

More than 34 million adults worldwide have already chosen IQOS as an alternative to cigarettes, according to the company.

IQOS devices heat tobacco rather than burning it and are intended for adult smokers who would otherwise continue smoking. The products are not risk-free and contain nicotine, which is addictive.

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