An Italian Legend. The year was 1948 when Piero Martelli, on the eve of an economic boom, invented the Proraso Pre Shave Cream. A product whose freshness embodied the spirit of a new found era in Italy. Proraso modelled the new Renaissance that was spreading a fresh new approach to living throughout Italy. Today, as it did then, Proraso meets the needs of its consumers, giving all Italians a perfectly close and refreshing shave.