Abstract: To reduce heat loading of a luminaire or lamp fixture in which a halogen andescent lamp, retained in a reflector, is installed, the bulb of the halogen incandescent lamp is coated with a heat reflecting or mirror coating so that heat radiated from the filament (3) of the lamp (2, 10) is reflected from the surface of the bulb back into the bulb, rather than being directed from the filament to the reflector so that a portion of the radiation is diffusely transmitted from the lamp through an outer covering (6) thereof. If the reflector is only partially IR reflective, the remaining portion which can pass to heat the fixture or luminaire is small enough so that its temperature rise will be within an acceptable range. Thus, forwardly directed heat radiation is not focused, as is the visible light, and heat loading on an illuminated object is substantially reduced, without excessive heat loading of the fixture or luminaire.