Fragrance house

EDW Essenza

EDW Essenza is an ITC personal-care fragrance brand, historically presented as Essenza Di Wills and introduced as an exclusive prestige-fragrance line linked to ITC’s Wills Lifestyle portfolio. ITC entered personal care in July 2005, and the brand’s initial offering combined men’s and women’s fragrances with related personal-care formats in a 16-SKU range designed to complement Wills Lifestyle. The brand’s creative identity centers on fine living, craftsmanship, innovation, and collaboration with international fine-fragrance houses. In March 2009, Essenza Di Wills launched Mikkel, a men’s evening fragrance developed with assistance from experts in France and described as its fourth fine-fragrance brand. In February 2019, it introduced Mikkel Verde, another men’s evening-wear fragrance, with a campaign film built around escape, discovery, and the search for one’s true essence. ITC remains the identified proprietor of the Essenza Di Wills/EDW trademark covering perfumes, fine fragrances, deodorants, soaps, and related personal-care products, while its 2022 annual report recorded encouraging consumer response to the EDW Essenza fragrance range.