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Press Release

ITC expands Personal Care portfolio with Vivel shampoos
25 Jun 2008

ITC today launched Vivel shampoos in line with its aspiration to offer world class products to the Indian consumer. Vivel shampoos will be available in three variants - Shine & Glow, Soft & Fresh and Volume & Bounce - customized to meet specific consumer needs. Vivel shampoos are conveniently packaged in 200ml and 100 ml bottles and will also be available in sachets. The extension of the Vivel brand into the shampoo category follows the successful launch of Vivel soaps in February this year.

Vivel shampoos, enriched with a unique Actipro-K complex, provide the Power of 3 benefits - Nourishment, Protection and Hydration. Backed by consumer insight, this novel value proposition is a result of 4 years of extensive research and product development at the ITC R&D Centre. The convergence of these benefits provides the ever discerning consumer wholesome care for her hair and makes her look beautiful. This belief is encapsulated in the Vivel tag line, “Khoobsurti bas mein, Duniya kadmon mein’.

The exquisite fragrances for Vivel products have been developed by leading international fragrance houses. The soft vignette design and the unique braid design behind the brand logo are a reflection of the brand philosophy of delivering multiple, relevant and powerful benefits in each product.

The three Vivel shampoo variants offer clearly differentiated benefits to the consumer:

• 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 feel 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.

The 200 ml and 100 ml bottles and 8 ml sachets are priced at Rs. 89, Rs. 49 and Rs. 2, respectively.

Apart from Vivel and Vivel Di Wills, ITC’s personal care portfolio comprises  Essenza Di Wills, Fiama Di Wills and Superia brands.