"It’s 1948: a small Florentine laboratory is experimenting on formulas that work, studying new products. It’s a time of innovation and change, a time to trust in the future and in a small business that they want to grow. This was the year of the Pre and After Shave Cream, which surprised with its freshness and efficacy: it was first embraced by Italian barbers and then by an ever-growing number of home shavers. The way of shaving changed in an Italy that craved change".
The 19th-century machine could shave a dozen men at once. One reason for its commercial failure was that it could not alter its movements according to face shape.​....So what's the problem? :shrug: [Eric Sykes (actor) reviving the mass shaving machine for a television series. 1960. (Photo by Ken Howard/BIPs/Getty Images)]