Oct 14, 2026
How Personalization Is Influencing the Heat-Not-Burn Category
As the Heat-Not-Burn category continues to evolve, innovation is no longer focused solely on device technology. Increasingly, adult users are looking for products that combine innovative features with options that reflect individual preferences and personal style.
Today, innovation within the category can be seen across multiple areas, including device functionality, ease of use, design and personalisation.
Personalisation across the IQOS ILUMA i range
The IQOS ILUMA i range is one example of this trend. In addition to features such as AutoStart, Pause Mode and FlexPuff, the range is available in different colour options, including the new, limited-edition Electric Purple. The introduction of new colours reflects a broader shift within the category, where personalisation plays an increasingly important role alongside technology and user experience.
Why adult users choose Heat-Not-Burn devices
Beyond design and colour choices, many adult users choose Heat-Not-Burn devices such as IQOS because they offer a tobacco heating system rather than combustion. IQOS heats tobacco instead of burning it, providing a better alternative to continued smoking. Combined with innovative technology, easy-to-use features and a growing range of device options, IQOS continues to expand the choices available to adult users seeking an alternative to continued smoking.
How personalisation is shaping Heat-Not-Burn
While core Heat-Not-Burn experiences remain unchanged, colour editions demonstrate how the category continues to evolve by offering both functional innovation and greater opportunities for personal expression. The growing range of colours, finishes and device formats allows adult users to choose a device that best reflects their individual preferences and lifestyle.
Electric Purple across the IQOS ILUMA i portfolio
The Electric Purple Limited Edition is available across the IQOS ILUMA i portfolio for a limited time:
- IQOS ILUMA i PRIME Electric Purple
- IQOS ILUMA i Electric Purple
- IQOS ILUMA i ONE Electric Purple
Learn more about the features and benefits of the IQOS ILUMA series here.
