Proraso Now Available at Target

ShavingStuff reader Mark wrote in yesterday with a light scolding. How could I mention Target's Caldo Razor and not the fact that they're now selling Proraso shaving product? "This is HUGE news with the Old School Shaving crowd." Looks like the roll-out of Proraso products at Target is scheduled for the week of March 8th - 15th.

For those who don't know, Proraso is an Italian brand of shaving products designed for use with brushes and straight razors, although many of their products can be used with modern safety razors as well. Their shaving creams and soaps feature ingredients such as eucalyptus and wheatgerm, although they also have the straight up "shave cream" without the fancy ingredients too. Prices are in the totally reasonable range of $10 to $20.

It appears that Target hasn't added these products to their website yet, although most are available at Amazon if you want to buy online. If you want to go brick and mortar, here's Mark's advice:

Proraso appeared in my local Target this morning. They had not only the shaving cream, but also shaving soap, pre/post cream, aftershave, and a decent-looking boar brush as well. It was located in a new "spa" section, adjacent to the women's cosmetics, and not in the men's shaving isle.

Look for the distinctive old-world Italian red and green packaging. Oh, and if anyone can tell me how to get past the first page of Proraso's website, I'd be eternally grateful.

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Posted by Russell Neufeld at March 15, 2006 8:24 AM

In the lower right corner of the Proraso site you can put your name in the "nickname" box and your email address below it, then click on the arrow marked "Invia dati" ("send info"). I guess that eventually they might send you something back. The rest of the site is still under construction, most likely because the product manager's wife's nephew was given the job, which he'll get to just as soon he makes it through his text on CSS. That's Italy for you .

Posted by: Howard Isaacs at September 10, 2006 6:36 PM

I was just at my local Target in Elk Grove, CA and they did not have any Proraso products. It used to be in the beauty and cosmetics section, but now all of the shaving products are in the section one would expect with all of the typical products. Too bad, as the Proraso cream is a superb product. I used it without a brush and a Gillette Mach 3 razor with great results. I found if you re-wet each section on your face after applying the cream it works much better. Proraso is available via Amazon and maybe at specialty shaving shops.

Posted by: Kevin at August 23, 2008 4:03 PM

Has anyone used these products ? Any feedback ? Anyone specifically use the shave cream ? Is it designed to be used brushless, with a brush or either ?

Posted by: Chris Fisher at April 2, 2006 1:53 AM

Yeah, Proraso is now "available" at Target. By that I mean they restock every week, but are always sold out of the shaving cream when I get there. There's usually a few shaving soaps left though.

Posted by: Aaron at February 8, 2007 11:37 AM

Unfortunately, Target is no longer carrying Proraso products. If you're lucky, you'll find them in the clearance section. All too short a stay, if you ask me... :(

Posted by: Adam at April 22, 2007 10:06 PM

I looked at both the Targets in Wichita Kansas today for Proraso and there was nothing. I even asked and they didn't know what I was talking about. Maybe it's available in larger markets or something. I guess I'll just have to order the stuff.

Posted by: Mike Wilson at May 30, 2008 9:19 PM