IQOS launches Electric Purple edition of ILUMA i device

Philip Morris International has launched the IQOS ILUMA i Electric Purple, a new color edition of its tobacco heating device. The release is part of a broader brand evolution centered on design and the "Electric Dreams" global platform, which aims to connect consumers through experiences involving art, music, and culture.

The IQOS ILUMA i features technical updates such as a touchscreen for pausing the experience and FlexPuff technology for personalization. The company states that these devices emit, on average, 95% lower levels of harmful chemicals compared to traditional cigarettes.

Leonardo de Alencar, Vice President of Smoke-Free Products at Philip Morris Mexico, noted that the Electric Purple color represents a mindset of constant discovery and the search for new experiences.