Proraso – Ludovico’s Tuscan Treasure

More than a  half-century ago a Tuscan entrepreneur named Ludovico

Martelli set out to enhance the art of shaving. Methodically he created and produced a world class line of shaving products, with PRORASO shaving cream as it’s cornerstone. When one opens the  distinctive green package it’s an easy step back into an age before the advent of foams and gels*, when shaving meant taking out quality time and really ‘taking care’ of oneself.

The Proraso factory in Florence is the oldest of it’s kind, a Tuscan proudness. As Martelli himself reflects,” We believe that the coherence of our products helps us, as well as the Quality-Price ratio we offer.

A kind of continuity from generation to generation, even if the products themselves have changed very little over the years. We saw them on the bathroom shelves of our grandfather and father, as we now see them in the locker of the husband, son or boyfriend.”

To the uninitiated, hear it now - the PRORASO brand is not a limited option. The company offers a wide array of scents with it’s shaving cream, including the new ‘Eucalyptus’ and ‘Green Tea’, now available in shave cream pots..fresh and invigorating. Further, as eucalyptus is antiseptic and antibiotic, it is helpful in reducing facial breakouts. Green Tea and Aloe is exceptional for use on sensitive skin. Looking out over the entire product line, there is a complete range of items from Pre-Shave to Aftershave Balms and Splash..even Shave Foams for convenience and Styptic Gel for those occasional nicks and cuts.

Proraso also offers  remarkable value in  a shave-brush made for them by Omega in Bologna, Italy. The brush stands 5″ high with a silver color base. The brush area is 2 ½” high and, when wet, tapers at the top for excellent application of soap.

It may be your time to take a trip on-line - to the heart of Tuscany and the soulful essence of Proraso, one of the world’s great shaving institutions.

*Fast-Shaving foam was invented in the 1960s.