Depends which type. Osram IRC (similar to Philips Masterline ES) work by reflecting infra-red light back onto the filament so it gets hotter. This means it can produce more light for the same current (or better still uses less current to produce the same light).
I have tested the Osram IRC and IMHO the 35W lamp is brighter than the 50W conventional Osram halogen.
N.B. This technology is ONLY available for ELV lamps.
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