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


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