Proraso has been a best seller in Italy for decades. We've been stocking it at West Coast Shaving for years and it has sold just as well for us across the pond. This is the new formulation, however it still contains coconut oil, eucalyptus and menthol, the winning combination so beloved.
From all reports and our own investigation, Proraso has winner with this reformulation. Gone is the slightly medicinal scent some found in the previous version. The menthol cooling affect everyone loves is still there. And best yet, it's even slicker than before, which was already a great performer. Some fear reformulations, but this one should be celebrated.