With aura readings and a Lauryn Hill concert, Philip Morris rolls out a new tobacco product in the U.S.

The chicly futuristic branding of IQOS, a heated tobacco product owned by Philip Morris International, is one of several things worrying researchers and anti-tobacco advocates. The company is rolling out pilots of the device in Austin and Fort Lauderdale, peddling IQOS (pronounced “eye-koss”) as “the next step in tobacco harm reduction.” In its marketing, the company positions the devices as a better alternative for smokers compared to cigarettes, reducing the production of harmful chemicals while containing “real tobacco,” “less lingering smell,” and no fire or ash.