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Press Release

ITC launches new range of Personal Care products
15 Oct 2007

Fiama Di Wills Shower Gels and Superia soaps and shampoos

Expanding its range of personal care products, and following the successful launch of Fiama Di Wills Shampoos, ITC today presented yet another world class range of products for the Indian consumer through its new range of Fiama Di Wills Shower Gels.

Fiama Di Wills’ new premium range offers three transparent shower gels with suspended beads. Each variant provides a specific benefit to the consumer:

  1. Mild Dew- Enriched with soft beads, peach and avocado extracts for soft moisturised skin.

  2. Clear Springs- Enriched with Jojoba Beads, Sea Weed and Lemongrass extracts for clear healthy skin.

  3. Exotic Dream- Enriched with glitter beads, bearberry leaves and black currant extracts for stimulating freshness.

Fiama Di Wills shower gels are available in 200 ml bottles.

ITC has also recently launched its fourth shampoo variant, Silky Strong which is enriched with oils of Macadamia Nut and Babassu. This is in addition to the Fiama Di Wills range launched earlier in the form of Everyday Mild, Aqua Balance, and Volume Boost.

Continuing with its tradition of offering a superior product and brand experience to the modern Indian consumer, ITC also launched today the Superia range of soaps and shampoos in select markets .

Superia offers a range of four soap variants and two shampoo variants with a range benefit of Glowing skin and Shiny hair. Each of the variants have been designed to deliver specific benefits to the various consumer needs.

SOAPS: For Glowing Skin

  1. Fragrant Flower with the fragrance of Rose & Lavender Oil

  2. Soft Sandal with the fragrance of Sandal & Almond Oil

  3. Natural Glow with Neem & Coconut Oils

  4. Healthy Glow with Orange Oil


SHAMPOOS: For Shiny Hair

  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

Superia soaps & shampoos are an outcome of 3 years of extensive product development by ITC scientists at the ITC Research and Development Centre. Consumer Insights based on detailed understanding of the modern Indian consumer led to the development of these products and brand experience. The delightful fragrances for the various products have been developed with leading international fragrance houses. The aesthetics and packaging for the products have been developed with leading designers and have been researched amongst hundreds of consumers .

Superia soaps will be available in sizes ranging from 50g to 125g, and the shampoos in 125 ml and 55 ml.