Nostalgic Men’s Grooming Brand Proraso Chooses Premium Metal Packaging from Crown for Form And Function

Format taps into Italian brand’s storied heritage to create a distinctively vintage look

Proraso Tin by Crown
Thursday, May 3, 2018

Philadelphia, PA – May 3, 2018. Since 1908, when Ludovico Martelli established the company in Firenze, Italy, the business has been setting trends in the male grooming market. Proraso, the company’s own brand of pre- and aftershave cream, was launched in 1948 and it is known today as Italy’s most venerable shaving brand, in an industry that is estimated to be worth $29.14 billion globally by 2024.1

Crown has worked with Martelli for 20 years, supplying aerosol cans for the brand’s shaving foam products. In 2017, the Company started supplying Proraso with special packaging, working especially on presentation tins for gift sets.

Proraso prides itself on its heritage, which carries through to its packaging design. The latest tin, produced in the U.K. at Crown’s Mansfield facility, features the first iconic ad campaign from the 1950s with Gino, the spokesman and face of the company since the same period, applying Proraso Pre-Barba Miracolo cream. In a nod to the brand’s Italian roots, the white hue of Gino’s vest contrasts with a red lid and green base to form the unmistakable colours of the Italian flag and keep its legacy front and centre wherever it is sold in the world.

The gift set also contains a tube of shaving cream and aftershave balm, stylishly presented in a container that helps keep products neatly organized while in use. Once empty, the tins can be infinitely recycled without any degradation in quality or performance. Consumers can also opt to reuse the empty containers for storage, lending extended exposure to the brand.

About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA. For more information, visit For employment opportunities at Crown, please visit

For more information, contact:

In Europe: Veronique Curulla, Marketing Director; Tel: 33 1 49 18 40 28; Email:

In North America: Virginie Buzan, Director of Sales, Specialty Packaging Americas; Tel: (267) 847-0531; Email:

For editorial inquiries: Maria Ciubotaru, Associate Vice President ABI, a Finn Partners Company; Tel: 44 207 017 8345; Email: