Fiama Di Wills Men introduces 'Shower Power for Men'

Recognising the fact that male skin is different from female skin, Fiama Di Wills Men, ITC’s leading personal care brand, announced the ‘Shower Power for Men’ campaign to enhance awareness and advocate usage of products designed specifically for male skin. Beginning with a contest on its website https://www.fiamadiwillsmen.in/showerpower/, the campaign aims to educate the male consumer on his skin needs while simultaneously providing a solution through its exclusive range of shower products. The campaign urges men to pay more attention to their skin needs and enhance their personal grooming.

The campaign invites consumers to participate by submitting a slogan to complete the line ‘I LOVE THE SHOWER POWER OF FIAMA DI WILLS MEN BECAUSE…’ Winners stand a chance not only to win a trip to exotic Bahamas but also experience Fiama Di Wills Men shower products.

Several studies have revealed that the male skin is 20% thicker than female skin. Dr Sachin Varma, one of India’s leading dermatologists explains, "The epidermis and the collagen layer, both are thicker in male skin. This increases activity of the sebaceous gland (microscopic glands in the skin that secrete an oily/waxy matter to lubricate and waterproof the skin) and is more prone to environmental pollution thereby making it oilier. Constant shaving induces trauma to the face making it rough. Moreover, men rarely have a regular skin care regimen like a woman.  For most Indian men bath is the only routine daily ritual. Hence it is better for men to use bathing products specially designed for male skin for a rejuvenating and refreshing experience."

Fiama Di Wills Men range of products is specially crafted for deeper skin penetration, oil control and deodorisation of the male skin. Through the ‘Shower Power for Men’ campaign, Fiama Di Wills Men envisages a gradual shift towards eradicating indifference in the usage of bath care products by Men. Initially launched through the digital medium, the campaign will encourage men to shower using products that are specifically designed for them. ‘Shower Power for Men’ also urges women to pick the right shower products for men and help address their specific skin needs.