A new perspective on tobacco experience

About Smoke-Free Moments

What if there’s a new perspective on tobacco taste?
One that offers a more innovative and less harmful approach to tobacco use. IQOS heats tobacco instead of burning it, delivering the taste and satisfaction of real tobacco without smoke.

Why is heating tobacco instead of burning it a better alternative?
This tobacco-heating technology reshapes the way tobacco is used and its impact. IQOS ILUMA emits 95% less harmful chemicals compared to cigarettes.^1* Switching completely to IQOS ILUMA presents less risk to your health than continuing to smoke.^1** Therefore, eliminating burning contributes to harm reduction.

Important information: IQOS ILUMA is not risk-free and delivers nicotine, which is addictive.

Seeking flavour without smoke smell or ash?
Beyond the scientific benefits, the experience is shaped by the small details felt during and after use. Taste and smell become an important part of the experience. IQOS produces no ash and no smoke. Many consumers agree that IQOS ILUMA does not produce a bad smell.^2* Moreover, consumers who use IQOS ILUMA say that the sensation and aftertaste left in their mouth are less unpleasant compared to smoking a cigarette.^3* This creates a cleaner and more pleasant smoke-free experience.

Why let smoke smell get in the way?
The effects of smoke are not limited to the user; they also impact the people and environment around them. As IQOS ILUMA produces less lingering smell than cigarettes, it is less likely to disturb those around you.^4* This makes social interactions more comfortable. In addition, IQOS ILUMA leaves less smell on fabrics and furniture than cigarettes.^5* As a result, everyday items and living spaces are less affected after use.

With less smell, no smoke, and no ash, IQOS is an alternative for adult users who want a reimagined tobacco experience. Your experience can be more convenient and more advanced with the latest-generation IQOS ILUMA i devices. The IQOS ILUMA i series is bladeless, clean, and effortless to use, and features innovative functions such as Autostart, Pause Mode, FlexPuff, Touch Screen and FlexBattery.

 

1* “95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. It does not necessarily equal a 95% reduction in risk.

See Important Information at IQOS.am.

1** Based on the totality of evidence available comparing IQOS with continuing to smoke.

2* 65% agreement among 674 adult consumers in Japan and Italy, 2020–2021.

3* 79% agreement among 674 adult consumers in Japan and Italy, 2020–2021.

4* 85% agreement among 674 adult consumers in Japan and Italy, 2020–2021.

5* 93% agreement regarding less smell among 674 adult consumers in Japan and Italy, 2020–2021.