ITC Fiama makes a game-changing move in Personal Care by launching Fiama Scents

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

With Fiama Scents, technology takes the lead to present a unique consumer experience and build 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. Developed through extensive research at ITC’s Life Sciences and Technology Centre, Fiama Scents unveils two variants, Juniper Berries & Geranium and Mimosa & Neroli body washes.

Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, said, “Innovation triggers new possibilities. India is a tropical country and long-lasting freshness is a key category driver. As a first in India, Fiama Scents addresses this need to enhance the consumer experience. Fiama Scents have the longest lasting freshness and fragrance among Body Washes in India. It also delivers on skin benefits which creates a great bathing experience. Fiama, since its inception, has been an innovation leader. Be it the first-ever Gel Bar designed with patented technology, and now it’s the first-ever range of body washes with fragrance encapsulation technology.”

The innovation communication also launches the most exciting new brand face, Sara Ali Khan. She echoes the vigour, determination and freshness which make Fiama distinctly different and the combination of Sara Ali Khan and Fiama an exciting choice.

Sara Ali Khan, Brand Ambassador, Fiama, stated, “When I think Fiama, I think fresh, fun and fragrant! I am so thrilled to be a part of the Fiama family and can’t wait to introduce their new innovations. Together Fiama and I will endeavour to make every bath interesting and exciting. For me, each day is a new opportunity and there’s nothing better than a fun-filled Fiama bath to say Good morning.”