THE MEN'S GROOMING RANGE by Milano Cento

The men’s grooming market is one that is forever being touted as “the next big thing” and “the sector to focus on” but, in reality, it’s one that has happily ticked along for generations. Whether we’re talking about the legendary Macassar Oil, the traditional Geo F. Trumper Shaving Cream, or even the new Eight & Bob Bath and Body range, men’s grooming products have always been an established part of daily routines. In more recent years the bestsellers may have changed, eye balms in favour of aftershave splashes, but tradition always powers through. That’s where Milano Cento comes in with their new Shaving Cream.

Companies come and companies go, and it’s not always as simple as the product not achieving a following. It can also be the result of a product becoming TOO popular. That may sound like an odd reason to wind up a company, but it happens more often that you may think. As a company grows, so to do the demands on time, marketing, and the ever-problematic supply chains. The homegrown product that expands from a well-received artisan one to a nationwide bestseller can simply become too hot to handle. This happened with Milano Cento, but the story has a happy ending.

Back in 1989 there were two men, Dean Tatum and Matthew Bright, and they had an idea. Could they create a successful perfume to add to their already successful interior design business? This was the year that saw everything from Calvin Klein’s Eternity for Men to Electric Youth by Debbie Gibson, so there was definitely a wide fragrance appetite. Matt and Dino, as they were affectionately known, wanted to release a fragrance that embodied “classic sophistication” and conjured up “all things Italian”. To say that Milano Cento was successful would be an understatement, but it unfortunately wouldn’t last.

Three years of high sales became too much for the pair, and they called time on the fragrance. However, Dean and his wife Valissa, with the help of their son, finally revived the perfume in 2016. Matthew Bright unfortunately died in 2009, but the restored success is a wonderfully fitting tribute. Milano Cento’s aromatic eruption is what first greets you along with screams of citrus and attention grabbing spiked lavender. It's this initial blend that teases you for a while before it goes full throttle to reveal an earthy woody base. It's all in here, patchouli, oakmoss, vetiver, sandalwood, and deliciously muted amber tones.

The original Eau de Toilette was soon joined by a candle and diffuser, then a stronger Eau de Parfum version, before the much-anticipated Bath and Body range arrived. The three products were a Body Wash, Deodorant and Soap Bar, but it’s just got bigger. Milano Cento is now available as a 150g Shaving Cream, which comes in a travel-friendly metal tin. The fragrance remains true to the original and, whether you use a brush or simply apply directly to the skin, it lathers up beautifully for a close and soothing shave. With Christmas just around the corner, and men notoriously difficult to buy for, do yourself a favour and stock up on Milano Cento.

The full range of Shaving Cream, Body Wash, Bar Soap, Deodorant, Candle, Diffuser, and fragrances are available in many stores, or online at thefragrancecounter.co.uk, with prices ranging from £10 to £80. [Samples provided by Milano Cento]