LG SOTD Jun 28, 2024 - Frugal Friday
- Brush: Proraso (Omega rebranded) - Professional Brush - Boar #OLDWORLD
- Razor: Bic single blade - disposable
- Blade: Bic single blade - disposable [1]
- Lather: Proraso - Sapone da barba barbe dure - (Red cream soap)
- Post Shave: Proraso - Crema liquida dopobarba Anti irritazione - (White balm)
- Fragrance: 4711 - Original Eau de Cologne
Here in Italy, Proraso shines a success story that has been continuing for over a century. Its parent company, Ludovico Martelli, takes the name from the Martelli family, who started the company in 1908 and are still in charge of it (currently at the 4th generation, I believe).
After their recent acquisition of the Floid brand, historically associated to "the" aftershave product used by Italian barbers, the company is (today more than ever) a living monument to the Italian contribution to professional shaving.
At the same time, the products they supply to professional barbers are also available to the general consumers, not only through professional vendors, but also through super-accessible channels like supermarket and skincare/household products chains, and for very sustainable prices. Class, elegance and professional quality made accessible to the everyman. To me, this is the best expression of Italian values.
PROFESSIONAL, INDEED
I stepped into a barbershop of the Blues Barber mini-chain (three addresses in Florence, only use Proraso shaving products), and inquired about shaving options.
My first idea was to use the same cheapest products I own, but applied from the hand of a professional barber. I wasn't sure it would've qualified with respect to the LG rules, but ended up not needing to bring up the question to the judges. The barbershop was fully booked until next week.
One day, I will try one of their shaving options: Italian shave (Eur 20), American shave (Eur 30). Differences are related to the number of warm towels used during the prep phase, and inclination of the chair during the shave. But today's not that day.
A CLOSE SHAVE COMPANY
"Hi, my name is MudAccording, I am participating to the Lather Games. As I realized your HQ are less than 30minutes from where I am, can I come take pictures for my SOTD?"
For brevity, I will spare you of my subsequent explanation of what the Lather Games are.
"Dear Mr. MudAccording, unfortunately our company policy does not allow for outside persons to come and take pictures inside our premises".
Really gracious answer, considering that I was a random unknown dude pestering them with the request to get last minute access to their manufacturing building, so as to snap some pictures and then post them anonymously in a Reddit sub. I wouldn't have let me access the building!
Even more graciously, to answer my curiosity about visuals that could remind the historical roots of the company, they sent me digital pictures of two of their vintage ad campaigns, that I am sharing here and here.
SHORT CHRONOLOGY
They also helped me put together a basic chronology of their products:
- 1948: pre-shave cream
- 1960s: shave soap
- 1970s-1980s: canned shave foam, Colonia, postshave lotion
- early 2000s: postshave balm
- from 2014: beard care products
PRORASO PRODUCTS, PRORASO BUILDING
On top of all this graciousness, they also told me I was welcome to pick up a little something they left for me at the entrance of their building.
This is where the energy of all the LG contestants entered my conscience. I was no longer MudAccording, I was just a vessel for the whole r/Wetshaving community, and I was called to act by its highest standards. A sudden thought: lathering inside the Proraso premises, with my own Proraso products. Backup: lathering in front of the building, outside the gates.
I packed my shaving gear in an inconspicuous bag and got to the Sacred Source of Italian shaving products.
The address points to a group of factory buildings. After trying to get into the wrong building, owned by a luxury fashion brand, getting stopped by security and rerouted to the correct entrance, I was THERE.
I went to desk at the entrance, introduced myself and said I was there to pick up something.
"Sure, there it is"
"Oh, just a sec. Can you keep it for a few more minutes? Is there a restroom I could use before I leave?"
"Sure, over there"
TODAY'S CHALLENGE
As requested, I took a photo of my money-saving SOTD.
I don't really care about how much money I saved today. Money is important, but once one has secured the means to survive, other values are worth being considered as a priority.
I was happy to shave with Proraso, because they are classy yet accessible, and therefore inclusive. Their scents are great. They have been my first wetshaving products, and while some artisan soaps are better performing on the technical level (and at a much higher price point), Proraso always gave me a sense of non-snobbish homely comfort.
Similarly, 4711 is an unparallaled cologne for its price point, and resonates with memories of my childhood.
#ROTY
ROTY