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.

Foam was a great success because it saved time in the lives of men who had increasingly less time to spare. However, it’s not necessarily true that speed equals quality: Martelli himself states: “shaving with shaving foam is a way of treating the skin more aggressively compared to the brush, which makes it softer.” Taking a few extra minutes and going back to the brush also means taking back some of your quality time and taking better care of yourself.

Proraso cream is made in Tuscany, using the same methods and natural ingredients they used fifty years ago, and the distinctive green package reminds one of the Italian barbers of bygone times, when shaving was a ritual which men followed faithfully. This product of Italy’s oldest tradition is now available in the best American stores for an Italian style shave. This a translated/condensed version of an article that appeared in several Italian periodicals in 1997. It reads like the instructions that came with the early Japanese electronics products.

An Old Factory That Still Produces Shaving Soap

This factory is the oldest Italian industry of shaving products, a Tuscan proudness. Its name is Martelli, in Florence, a firm that produces since the beginning of the century, essential articles for man’s daily use, well known as PRORASO. Created by Ludovico Mertelli in 1908, the industry continued on its way with his son Piero, who later dropped the reins to his son Ludovico managing it now since 1968.

Ludovico Martelli says, “The official mark PRORASO was born in the 40’s for the production of the pre and after shave cream and the line was expanded in the 50’s.” Our firm is very traditional,” Martelli goes on. “The cream, for instance, has remained almost identical to the original.

” What has made this line so popular for so long? Martelli remarks, “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.”

We ask Martelli, how have men changed their shaving habits from the beginning to today? Martelli answers, “This market is neither segmented by age, nor with or without studying grade, and the preference of each man is in proportion to his time and kind of skin. There are men who prefer rapid shaving foams and there are others who will never renounce the morning ritual of soap and brush. The rapid shave foam was born in the crazy 60’s and was immediately successful. Obviously, it is a way of treating the skin more aggressively compared to the brush, that makes it even softer.”

For it’s part PRORASO warranties high quality products. Barclay Crocker is pleased to offer these excellent shaving products which contain menthol and camphor to leave the skin coolly refreshed.

 

PRORASO

• Shaving Soap
  An excellent semi-solid shaving soap (more like a very thick paste than a solid soap) in a useful green container with cover. Light eucalyptus fragrance. While shaving creams give the best shave, this isn’t far behind and is the more economical.
• Shaving Creams Pre and After Shaving Cream
  Made since 1907, this is the most popular of the Proraso shaving products sold in Italy. Use before shaving to soften the beard for a closer shave or/and after shaving to refresh and moisturize the skin. The eucalyptus is antiseptic and antibiotic.
• Shaving Cream Tube
  Superior shave cream made in Italy since 1907, long lasting and economical. 150ml
• Proraso Liquid Cream After-Shave
  Protects, refreshes and moisturises the skin. Leaves skin smooth, soft and fresh making this cream the ideal after-shave product for even the most irritated and sensitive skin.
• Proraso Aftershave Splash
  For more than 50 years, Proraso has been an indispensable aid for those who wish to turn their shaving ritual into a pleasant daily routine. Carefully selected fresh and natural scents (specially blended) are chosen to freshen, moisturize & tone.
• Proraso Shave Foam
  For those times when you just don’t want to bother or haven’t the time for a brush shave. Proraso Shave Foam in a Can delivers the same great shave but brushless. We didn’t believe it either until we tried it. In Eucalyptus & GreenTea/Aloe for Sensit
• Proraso Cut Stop Styptic Gel
  Say goodbye to toilet paper dots on your chin & cheeks - have a little nick , just apply a small dab of Proraso gel to the affected area, wait a few minutes and rinse.
• Shaving Brush
  A professional barber’s brush manufactured by Omega in Bologna, Italy. 5″ tall with a silver-color base. The brush area is 2 ½” high and, when wet, tapers at the top for excellent application of the soap.