Philip Morris International is celebrating the 10th anniversary of IQOS, a decade in which the company has leveraged science, leading brands and commercial capabilities to offer better alternatives to smoking for all adult consumers. In this context, responding to consumer input and anticipating their need for access to highly effective products that are scientifically proven, with elegant and easy-to-use designs to help them quit smoking, Philip Morris International (PMI) announces the launch of IQOS ILUMA i Prime in Romania. It is the latest and most innovative product in PMI’s portfolio of smokeless alternatives for adults who would otherwise continue to smoke.
“The IQOS experience is constantly evolving! Our mission is to build a world where smoking is a habit of the past, and this anniversary gave us the opportunity to reaffirm our confidence in a smoke-free future. To replace cigarettes as quickly as possible, we must communicate scientific updates to our consumers when necessary, continually explain what risk reduction means, and continue to innovate. We want to offer adult smokers a better choice than continuing to smoke, and the launch of IQOS ILUMA and Prime in Romania is an opportunity to do just that.” said Mircea Scăunasu, Managing Director of Philip Morris Romania.
Over the past 10 years, PMI’s portfolio of evidence-based smokeless alternatives, led by IQOS, has positively impacted millions of adult smokers and the people around them, making cigarettes history. In this decade, IQOS’ net revenue has exceeded that of Marlboro, making it the number one international nicotine brand and accelerating the decline in cigarette consumption in many countries.
“We are proud that consumer feedback continually fuels our innovation, and IQOS ILUMA i Prime is proof of that. It is our most innovative offering to date and the newest product in our portfolio of products that heat tobacco without burning it,” said Marek Gebski, Chief Marketing Officer, Philip Morris Romania. “IQOS ILUMA i Prime offers intelligent features that adapt to the user’s pace and help personalize their experience. Like previous IQOS devices, it emits on average 95% less harmful chemicals than cigarettes,” added Marek Gebski, Marketing Director, Philip Morris Romania.
Features of IQOS ILUMA and Prime
IQOS ILUMA and Prime are part of a new generation of IQOS ILUMA devices that offer a clean and easy experience with SMARTCORE INDUCTION SYSTEM™. The new product has a fresh design and advanced innovative features compared to previous versions. It is the first device launched in Romania from a series that continues the IQOS innovation, with the other two devices from the IQOS Iluma i series to be released later. One of the smart features of the new IQOS ILUMA i PRIME is FlexPuff, which allows users to customize their experience according to their own pace of use. On the touchscreen, which was previously unavailable in the IQOS ILUMA series, information about each usage session can be viewed in real time, allowing the user to control their experience with a simple touch. To personalize the experience even further, IQOS ILUMA i Prime introduced a new feature called Pause Mode. By swiping up or down on the touchscreen, users can pause and continue using it from where they left off. PMI has invested heavily in research and development to provide adult smokers with better alternatives to cigarettes based on cutting-edge science and technology. The company has seized the opportunity offered by innovation and science to benefit society as a whole. PMI will continue to take into account user feedback and strive to offer products and services that meet the needs of adult smokers to build a smoke-free future.