ITC launched an exclusive line of prestige fine fragrances under the Essenza Di Wills brand in mid 2005. The Essenza Di Wills range of perfumes reinforces ITC’s tradition of bringing world-class products to Indian consumers to enrich the quality of their lives.

Essenza Di Wills embodies a fine balance between the classic and the contemporary. The brand personifies exclusivity, innate style, sophistication and magnetism.
The Essenza Di Wills line has been developed with the assistance of French perfumery experts to give it the mystique and premium luxury quality that go with the best of international brands.

Inizio, the signature range under Essenza Di Wills captures the very essence of attraction between a man and a woman with its two distinct lines - Inizio Femme (for women) and Inizio Homme (for men). The women's fine fragrance revolves around 'Floral Fruity Musky' notes while the men's fine fragrance is centered on 'Oriental Woody Fruity' notes. The bath and body care products share the same olfactory signature of the fine fragrances, to offer a harmonized grooming experience.

The latest addition to the Essenza Di Wills portfolio is the Aqua range for men (Aqua Homme) that offers a distinctive and fresh aquatic fragrance. The Aqua range includes an After-Shave Lotion, a Deodorant, a Hair & Body Shampoo and a Bathing Bar.

Essenza Di Wills has significantly enhanced its brand salience in the lifestyle space by being the associate sponsors of the Wills Lifestyle India Fashion Week, the country's most premier fashion event that brings together the leading designers of the country.
The Essenza Di Wills fashion line, specially designed for the brand by one of India’s leading designers, Varun Bahl, received high appreciation at the Spring-Summer show in September 2007. Essenza Di Wills is available at Wills Lifestyle stores, select John Players stores and select premium outlets.

In September 2007, ITC launched Fiama Di Wills, a premium range of personal care products comprising shampoos, conditioner, shower gels and soap. This premium range is a unique blend of nature and science that promises gentle effective care. It is an outcome of 4 years of extensive research and development by experts at ITC R&D Centre. The packaging for all Fiama Di Wills products has been developed by a leading European design firm and the fragrances have been   developed by an international fragrance house in France.

Fiama Di Wills Shampoos developed in collaboration with Cosmetech Labs Inc., USA, offers a range of four variants. Each of these is designed to deliver a specific hair benefit to the consumer :

• Everyday Mild (with extracts of Thyme & Juniper) is a gentle caring shampoo suitable for daily use.

• Aqua Balance (with extracts of Magnolia Blossoms & Watercress) is a gentle moisturizing shampoo ideal for dry, dull hair.

• Volume Boost (with extracts of Rosemary & Sage) is a gentle volumizing shampoo ideal for thin, limp hair.

• Silky Strong (with oils of Macadamia Nut and Babassu) helps make hair smooth, silky and strong and is ideal for weak, damaged hair.

Each of these shampoos can be complemented with Fiama Di Wills Polishing Drops conditioner. This gentle conditioner enriched with Avocado Oil and Burdock extract promises to make hair shiny, soft and smooth. It also gives the additional benefits of UV protection as it contains Sunflower Seed extract, which is a natural UV absorber.

The Fiama Di Wills product line also consists of a 3-variant range of transparent shower gels which are unique as they come with suspended beads:

The Fiama Di Wills range of soaps has been launched under the sub - brand SkinSense. The first variant to be introduced in this range is Soft Green. This is a gentle caring soap, which helps enhance retention of skin proteins making skin look beautiful and youthful.
 

Between February and June 2008, ITC expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and Vivel, a range of soaps and shampoos, cater to the specific needs of a wide range of consumers.

Backed by consumer insights, these ranges offer the unique value proposition of providing the multiple benefits of Nourishment, Protection and Hydration in every single product. Thus providing, the ever-discerning consumer, complete care.

The Vivel Di Wills range is available in two variants. Its unique carton pack has been developed by ITC's design team to provide a novel consumer experience.

The Vivel range of soaps is available in four variants:-

	•	Vivel Young Glow is enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin.
	•	Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft.
	•	Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin.
	•	Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment, keeping it healthy and beautiful.

The Vivel range of shampoos is available in three variants:-

• Vivel Shine & Glow is suitable for dull to normal hair and is enriched with Green Tea Extract and Conditioners. It adds shine to hair.

• Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. It makes hair soft and fragrant. 

• Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners. It adds volume and bounce to hair.

In the popular segment, ITC has launched a range of soaps and shampoos under the brand name Superia.

Superia Soaps enriched with natural ingredients give radiant glowing skin. Superia Soaps are available in four variants :

Superia shampoos with triple conditioners and natural ingredients bring a natural shine to hair. Superia shampoos are available in two variants:

1. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus & Brahmi extracts.

2. Vibrant Green with Triple Conditioners and the natural goodness of Amla & Arnica extracts.