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.

The Art of Shaving; Italian Style

An Italian company comes to the U.S. with the perfect product for every shaving preference.

 

History

Proraso, the company that produces the best selling before and after-shave products in Italy, is arriving in the United States for the first time, with a variety of products made using the same standards of quality they have followed since the 1940s, when the company was founded by the Tuscan entrepreneur Ludovico Martelli. Then, the only way to shave was with a brush and shaving cream; only in the 1960s was fast shaving foam invented. [Read more]

Grandpa Knew Best

18th Century Men Shaved With a Brush

Using a shaving brush, that icon of maleness, not only links us to our forefathers but provides the most satisfactory shave short of a visit to your barber, that is if you can find one who still practices the ancient art.

The beginning of each new day is a fragile time. And yet this is when many of us, bleary-eyed, our brain firing on one cylinder, wield a razor to sheer off thousands of hairs. “Clean shaven” has an upbeat sound to it but for many the reality can be uncomfortable, painful and even bloody. [Read more]