ITC launched Fiama Di Wills, a premium range of shampoos today, following the success of Essenza Di Wills, its exclusive range of fine fragrances and super premium personal care products. Fiama Di Wills continues ITC’s tradition of bringing world class products to the Indian consumer.

A unique blend of nature and science, Fiama Di Wills shampoos are an outcome of 4 years of extensive product development by ITC scientists at the ITC Research and Development Centre with assistance of product formulation experts in the United States of America. The superior product and brand experience is a result of ITC’s extensive understanding of the modern Indian consumer and deep consumer insight. The exquisite fragrances for the various products have been developed in assistance with leading international fragrance houses.

Fiama Di Wills offers three shampoo variants. Each of the variants has been designed to deliver a very specific benefit to the consumer.

Everyday Mild - Gentle caring shampoo with thyme and juniper extracts
Aqua Balance - Gentle moisturising shampoo with magnolia blossoms and watercress extracts
Volume Boost - Gentle volumising shampoo with rosemary and sage extracts

The aesthetics and packaging for the products has been developed in collaboration with international associates in Europe. The guiding design principle for the packaging including the cap closure highlights the brand by combining round and organic natural form with a clean and scientific look.

Fiama Di Wills shampoos has been introduced in two convenient sizes (200ml and 100ml).

ITC launches new range of Personal Care products - October 15, 2007

ITC launches Essenza Di Wills line of prestige fragrances &
personal care products - October 22, 2005