Philip Morris International Global Travel Retail unveils the new IQOS ILUMA i Electric Purple device, now available in Global Travel Retail worldwide. This latest-generation device reinforces PMI GTR’s commitment to accelerating the smoke-free transition by advancing innovation, next-generation technology, and best-in-class retail execution.


This latest addition to the world’s number-one tobacco heating system1 – IQOS – now available in the new Electric Purple colour, began its rollout in the Japan GTR market and is continuing through a phased introduction across the Middle East, Egypt, Morocco, Tunisia, Indonesia, Malaysia, South Korea, Europe, and South Africa. Today, the PMI’s leading smoke-free product is available in more than 300 airports across all regions.

More than a colour, the “Electric Purple IQOS ILUMA i” is an invitation for adult smokers who would otherwise continue smoking to step beyond the ordinary and explore new, science-backed possibilities in the travel retail environment – joining the global IQOS community of over 34 million adults who have already chosen a better alternative to cigarettes.

The introduction of the Electric Purple IQOS ILUMA i to Global Travel Retail is a testament to how we are turning our smoke-free vision into a tangible reality for adult travellers. GTR business is a strategic engine for our growth at PMI, providing a unique opportunity to engage with legal-age nicotine users globally and guide them toward science-based, better alternatives to cigarettes.

For PMI GTR, this means exciting opportunities to serve as an important first touchpoint that addresses the needs of legal-age nicotine users, while working closely with our partners to support adult smokers in their intention to make a positive change in their lives.

Built on technology that heats – not burns – real tobacco, IQOS produces a nicotine-containing aerosol without smoke, fundamentally different from cigarette smoke because it eliminates combustion.

IQOS is not risk-free and provides nicotine, which is addictive.