ITC today announced its foray into the fairness creams segment with the launch of Vivel Active Fair. With this launch, the company expands its personal care products portfolio which has brands like Essenza Di Wills, Fiama Di Wills, Vivel Di Wills, Vivel and Superia.
"Skin cream is a rapidly growing product category in India. We at ITC have been involved with intensive R&D efforts over the last three years to create a unique value proposition and a superior fairness cream for the Indian consumers," said Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC.
The company claims that Vivel Active Fair locks in fairness ingredients to deliver faster and longer-lasting fairness, and delivers visible results in seven days. The cream also has vitamins, minerals and moisturizers, and is suitable for all skin types.
The cream is available in Kerala and will soon be extended to more markets. A 50g tube costs Rs 70, and 25g tube costs Rs 38 and 9g sachet costs Rs 5.
