# Philip Morris IQOS product expansions

> Live situation record from CLSTR: https://clstr.news/situations/philip-morris-iqos-product-expansions
> Updated: 2026-08-27T17:18:05.000Z. Sources: 6. Developments: 3.

Philip Morris has expanded its heated tobacco product offerings through new flavor releases and hardware editions. In Japan, the company released the SENTIA ‘Passion Fruit’ capsule menthol for the IQOS ILUMA system on August 3, 2026. This capsule-filled menthol variant, priced at ¥570, brings the SENTIA flavor variety to 20. To support the launch, IQOSPHERE introduced a points-based lottery and exchange program.

As part of the ‘Electric Dreams’ global platform—an initiative focused on design, art, music, and culture—Philip Morris International launched the IQOS ILUMA i ‘Electric Purple’ color edition. The device includes technical updates such as a touchscreen to pause the experience and FlexPuff technology for personalization. 

In Mexico, the ‘Electric Purple’ launch is tied to the ‘Electric Dreams’ campaign, which aims to connect sensory experiences with travel and culture. Through the IQOS Club, adult users can participate in opportunities to win immersive experiences in locations such as Seoul and Slovenia. Leonardo de Alencar, Vice President of Smoke-Free Products at Philip Morris Mexico, stated the color represents a ‘mindset of constant discovery.’ The company maintains that these heated tobacco devices emit, on average, 95% lower levels of harmful chemicals compared to traditional cigarettes.

## Timeline

### 2026-08-27: IQOS launches Electric Purple device and Electric Dreams platform in Mexico

Philip Morris México launched the IQOS ILUMA i Electric Purple, introducing the ‘Electric Dreams’ global platform to connect users with cultural and musical experiences.

2 sources. https://clstr.news/cluster/iqos-launches-electric-purple-device-and-electric-dreams-platform-in-mexico

### 2026-08-08: IQOS launches Electric Purple edition of ILUMA i device

Philip Morris has launched the IQOS ILUMA i Electric Purple, a new device color tied to its

2 sources. https://clstr.news/cluster/philip-morris-international-launches-iqos-iluma-i-electric-purple

### 2026-08-03: Philip Morris Japan launches IQOS SENTIA 'Passion Fruit' capsule menthol

Philip Morris Japan releases the SENTIA 'Passion Fruit' capsule menthol for IQOS ILUMA on Aug 3, priced ¥570, sold nationwide and online, with a points‑based promotion.

2 sources. https://clstr.news/cluster/philip-morris-japan-launches-iqos-sentia-passion-fruit-capsule-menthol

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Cite as: Philip Morris IQOS product expansions. CLSTR, https://clstr.news/situations/philip-morris-iqos-product-expansions