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A beautiful Italian story. Founded in 1908 by Ludovico Martelli, for three generations, Proraso has been a reference point in the world of shaving. It is 1948: in a small laboratory in Florence effective formulations are tested, new products are studied. It is a time for innovation and change, for confidence in the future and for small businesses that want to grow. It is the year of the Pre and After Shave Cream, which surprises for its freshness and effectiveness: it is first adopted by Italian barbers, then by a growing number of consumers. And the way of shaving changes in an Italy that wishes to change.


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