PHILIPS Morris International (PMI) has officially launched its growing range of smoke-free products, the IQOS Iluma, in Malaysia on Nov 2.
Philip Morris Malaysia managing director Naeem Shahab Khan explained that the product is part of the tobacco company’s continued effort to provide better alternatives to the adult smoking demographic.
“We believe that Iluma will encourage a growing number of smokers to switch to a better alternative and represents an important leap forward in our efforts to accelerate the achievement of a smoke-free Malaysia,” he said.
What sets the Iluma series apart from the previous products is that it has induction-heating technology, which apparently uses no blade and requires no cleaning due to not leaving tobacco residue.
The new series offers three devices in Malaysia - the IQOS Iluma Prime, IQOS Iluma and IQOS Iluma One, and like previous IQOS products, the Iluma series emits on average 95% lower levels of harmful chemicals compared to cigarettes.
The three IQOS products are available on IQOS.com and IQOS authorised stores throughout Malaysia. Those with an existing IQOS product are also encouraged to trade it in for an Iluma with a 20% rebate. The products are also available at selected convenience stores and petrol marts
