Philip Morris International launched a limited-edition IQOS ILUMA i Prime Skylens, its first device created exclusively for airport travel retail. Inspired by aviation and the “above the clouds” experience, the premium device features a metallic blue design and is being introduced through activations at selected duty-free locations.
The launch debuted at Tokyo’s Narita International Airport with a pop-up featuring product discovery, augmented reality, and a lounge-style environment. PMI has since expanded Skylens to selected airports across Europe, including Germany, Italy, Spain, Greece, Switzerland, and Serbia, as well as South Korea, Qatar, Saudi Arabia, Egypt, Morocco, Lebanon, and Malaysia.
Beste Ermaner, PMI’s vice president of global travel retail, said the initiative is designed to make smoke-free products more accessible to adult smokers in travel environments. PMI said IQOS is used by more than 35 million adults worldwide who would otherwise continue to smoke.