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ITC’s Fiama Di Wills unveils the new Anti Hair Fall Shampoo
29 Sep 2010

The Mantra to feel young!

After storming the market with the innovative transparent  gel bathing bars which won the ‘Product of the Year’ award recently, Fiama Di Wills, ITC’s personal care  brand, has launched yet another innovative product for its consumers - The Anti – Hairfall Shampoo &  Conditioner, in Chennai today. The new variant was unveiled by the  glamorous Brand Ambassador Deepika  Padukone at a high decibel launch event. The new anti - hairfall  Shampoo combines the goodness of Nature and Science that ensures gentle care  while fighting hairfall effectively.  Fiama Di Wills Anti Hairfall Shampoo promises reduced hairfall due to breakage in just three washes. The  shampoo has been launched in Tamil Nadu and will soon be extended to more  markets.

The Fiama Di Wills  Anti-Hairfall Shampoo is unique as it offers consumers the goodness of Brazil  Nut, found in the Amazon Forests and the effectiveness of science with the Hair  restore Technology. Brazil Nut, is known  to seal in hair moisture giving it shine and a silky smooth texture. It  also helps renew dry and lifeless hair. The Hair Restore Technology, developed at  the ITC R&D Centre, helps repair cuticles and restore the protective lipid  layer to reduce further damage. This strengthens hair and reduces hair fall due  to breakage. The  Anti-hairfall Conditioner also enriched with Brazil Nut extracts and the hair  restore technology gives best results when used with Fiama Di Wills  Anti-Hairfall Shampoo.

Atul Joshi, Head of Marketing, Personal Care Products Business, ITC  Limited, said “Hair Fall is a serious concern for everyone  and also has a severe impact on the individual’s psyche as it adds years to  one’s appearance.  We are glad to  present a different Anti Hairfall Shampoo that has been developed through  extensive research at our R&D centre to formulate the innovative Hair  Restore Technology. We are confident that consumers will definitely like the experience  of the combined goodness of the exotic Brazil Nut and the Hair Restore  Technology to give them the mantra to feel young! I urge the consumers to try  our product and experience the difference. “

Deepika Padukone,  Brand Ambassador for Fiama Di Wills said, “I am delighted to announce the launch of the new  Fiama Di Wills Anti Hair Fall Shampoo & Conditioner here in Chennai. The  range has grown to introduce variety of solutions for every kind of hair and  address a wide range of hair problems.   I have been using Fiama Di Wills products since its inception and can  confidently say that they are true to their promise. Beautiful hair is every  woman’s dream and the new shampoo with the goodness of Brazil Nut and Hair Restore Technology is designed to  provide an answer to hairfall.”

Fiama Di Wills has also  initiated a Facebook contest which invites consumers to write their feedback  and experience on the product and upload their profiles with their hair story.  The best “hair story” will win an opportunity to be a part of a Hair show in  Chennai in the month of November.

Available in attractive packs, the Anti Hairfall  shampoo is priced at Rs 115 for 200ml and Rs. 59 for a 100 ml bottle.  The Anti-Hairfall Conditioner is priced at Rs. 60 and Rs. 40 for a 90 ml and a  50 ml pack respectively. The product has been introduced in Tamil Nadu with an  attractive gift of beautiful Estelle jewellery along with every purchase.


Brazil Nut : Native  to the Amazon Forests, Brazil Nut contains fatty-acids and plant sterols that are  known to seal in moisture giving shine and a silky smooth texture. It also  helps renew dry and lifeless hair.

Hair Restore  Technology:

Developed at the ITC R&D Centre, the  technology helps repair cuticles and restores the protective lipid layer to  reduce further damage. This strengthens hair and reduces hair fall.

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