Long before real-life ad men were asking barbers for shaves or getting badger brushes from their children,men in Italy were shaving with Proraso.
Proraso was one of first luxury shaving creams to use cooling Eucalyptus oil, a common ingredient that's still used today. Much like proscuitto, the Proraso brand eventually grew to become one of Italy's finest exports.
Proraso is a brand that, over a period of 60+ years, has become a legend - first in Italy and now around the world. It's a classic shaving line of products that, because of it's superior quality,has remained relatively static for decades.
Ludovico Martelli Inc recently decided to innovate, on two fronts
Reformulation : removing the irritating synthetics (parabens, silicones, articifial coloring) and pore-clogging mineral oils (which, despite the organic-sounding name, are bad for your skin). A new Red line with Shea Butter & Sandalwood for 'tough beards' has been added.
Packaging :The concept is blend of classic & modern.The iconic Barber Shop Stripes mixed with a contemporary look.
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