Health and Beauty

Itc Personal Care Division

ITC Fiamamakes a game-changing move in personal care introduces Fiama Scents – Bodywashes with touch activated fragrance

MUMBAI: ITC’s leading personal care brand and the 2nd largest shower gel brand in the country, Fiama, announced the launch of Fiama Scents. A first of its kind innovation, Fiama introducesa touch activated fragrance encapsulation technology in a new range of body washes. 

Innovation has been at the core of ITC’s personal care business and in the last three years, innovations from the personal care brands of ITC have consistently redefined categories and offered consumers a new perspective. With Fiama Scents, technology takes the lead to present a unique consumer experience and build a new technology in the personal care category.

Fiama Scents, crafted with fragrance encapsulation technology enables fragrance release with a slight rub on the skin for as long as 8 hours after a bath. The breakthrough technology enables long lasting fragrance delivery through skin friendly micro fragrance capsules which burst on touch or a slight rub. The micro fragrance capsules are eco-friendly as well.Developed throughextensive research at ITC’s Life Sciences and Technology Centre, Fiama Scents unveils two variants – Juniper Berries & Geranium and Mimosa &Neroli body washes.