A dynamic lifestyle, ready to explore and experiment and a continuous urge to live more and do more is what defines individuals today. Amidst this fast-paced style of living combined with increased exposure to heat and pollution, self-care and grooming is steadily gaining significance. Consumers, especially men, are not only more aware of their skin needs, but are also more involved in their choices of self-care and grooming routines. In line with the evolving lifestyle and changing preferences, ITC Fiama introduces a refreshingly new Gel Bathing Bar in its Men’s portfolio – Fiama Men Deep Clean Gel Bathing Bar with Charcoal and Grapefruit.

Developed specifically for men’s skin, the gel bathing bar combines a clean and refreshing skin feel with Fiama’s brand core of mood upliftment.  Infused with the goodness of charcoal and grapefruit, the gel bathing bar is an all-day shower product; be it an energetic wash as the day begins or a refreshing mid noon bath or a relaxing shower to end the day! Furthermore, the bathing bar is also formulated with a refreshing fragrance blended with skin conditioners that helps to cleanse, rejuvenate, restore, and refresh skin like never before.

Commenting on the new launch, Mr. Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, said, Innovation is at the core of our business and Fiama over the years has introduced a number of product innovations and experiences that break the clutter in the personal wash category. Self-care has witnessed an unprecedented rise in the recent years including men endorsing a proper grooming and care routine amidst a dynamic lifestyle. Fiama Men Deep Clean Gel Bathing Bar with Charcoal and Grapefruit offers a unique choice to the discerning consumer and his dynamic lifestyle. The new product augments Fiama Men’s Gel Bathing Bar range and adds to a portfolio designed specifically to help restore and rejuvenate skin. We are confident that this innovation will spark consumer interest.”

Fiama by ITC, is one of the leading personal care brands in the country that offers a diverse range of bathing solutions, designed to make every bath a mood uplifting experience and adding to its product philosophy of ‘joy of bathing’. The Fiama range includes expert solutions and an extensive array of products designed to enhance its philosophy of joy of bathing comprising shower gels gel bars, handwashes and bath accessories for modern Indian consumers.

Available at: Nykaa + Select Retail Stores

Price: Singles 125g – INR 91

Active Celebration Pack – INR 235

CHARCOAL & GRAPEFRUIT ITC ESTORE LINK

ACTIVE CELEBRATION ITC ESTORE LINK

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