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.
This comprehensive grooming regimen of 16 products includes in the women's range,
Eau De Parfum, Eau De Toilette, Deodorant, Shower Gel, Shampoo, Bathing Bar,
Body Lotion, Cleansing Milk, Toner and Nourishing Cream while the men's range
comprises Eau De Toilette, After Shave Lotion and Balm, Deodorant, All Over
Shampoo and Bathing Bar. The bath and body care products share the same olfactory
signature of the men and women's fine fragrances, to offer you a harmonised fragrance
experience.
A renowned European Design Firm has designed the packaging for the Inizio line. The
fine fragrances are presented in an elegant three-piece box. The gold and maroon in the
packaging for the women's range, complement each other invoking an aura that is
intriguing and timeless. The interplay between black and bronze in the packaging for
the men's range exudes eternal masculine charm. The clean-cut design and shape of the
bottles expresses the fine harmony of the classic and the contemporary, a style
reminiscent of European signature fragrance lines.
This range has been created by a dedicated team within ITC working with International
designers and fragrance houses, over the past three years and has undergone extensive
product testing in India as well as in Europe, to ensure that the Indian consumer has a
memorable product experience.

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 CosmiTech 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:
• Mild Dew (enriched with soft beads, peach and avocado extracts) is for soft,
moisturized skin.

• Clear Springs (enriched with jojoba beads, sea weed and lemongrass extracts)
is for clear healthy skin.

• Exotic Dream (enriched with glitter beads, bearberry leaves and black currant
extracts) is for stimulating freshness.

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.
Vivel Di Wills Sheer Radiance is enriched with Olive Oil,
to provide skin lustre to make it radiant.
Vivel Di Wills Sheer Crème is enriched with Shea
Butter, to moisturize skin to make it soft and supple.

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.