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ITC Forays into the Fairness Creams Segment
11 Jun 2010

-Launches ‘Vivel Active Fair’ a complete fairness cream -

• Vivel Active Fair has a unique fairness lock system
• The product promises visible fairness in just 7 days
• The cream has SPF 15 sun protection rating

ITC the multi-business conglomerate announced its first foray into the fairness creams segment today with the launch of Vivel Active Fair. With this launch, ITC expands its personal care products portfolio with yet another differentiated product in line with ITC’s philosophy of offering world-class products to the Indian consumer.

Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Limited, said, “Skin cream is a rapidly growing product category in India. We at ITC have been involved with intensive R&D efforts over the last 3 years to create a unique value proposition and a superior fairness cream for the Indian consumers. Vivel Active Fair is a result of continuous engagement with consumers, understanding their needs and designing an offer and delivering benefits which truly make a difference”

Clinically proven for efficacy and safety by leading laboratories, Vivel Active Fair locks in fairness ingredients to deliver faster and longer-lasting fairness. The cream helps the skin from the inside as well as the outside, thereby delivering visible results in just 7 days. Additionally, Vivel Active Fair is enriched with vitamins, minerals and moisturizers that provide total care to the skin. The cream is suitable for all skin types.

Extensive insights gained by ITC through its numerous consumer engagements provided the platform for its R&D team to develop Vivel Active Fair that meets the consumer's stated and innate needs in the fairness creams segment. The cream is available in Kerala and will soon be extended to more markets. Consumers can purchase Vivel Active Fair in 50g tubes for Rs.70, 25g tubes for Rs.38 and 9g sachets at an attractive introductory price of Rs.5 only. In addition, consumers can avail of attractive offers on purchase of Vivel Active Fair tubes.

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