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FrontRunners: Fresh Faced

William Kissel

Men are often creatures of habit, especially when it comes to grooming. This is why Fresh Inc. (800.373.7420, www.fresh.com), part of the LVMH Moët Hennessy Louis Vuitton group, looked to the past when developing a modern solution for men’s shaving needs. The Boston company’s new Fresh for Men therapeutic skin care line—including shave cream, face cleanser, skin soother, body wash, and eau de cologne—is packaged to look like products found in an old-fashioned barber shop. “We were inspired by [product] designs from the 1920s,” says co-founder Alina Roytberg. Despite the retro presentation, the products were interpreted in a modern way, utilizing infusions of antioxidant-rich olive and grapefruit extracts, and sal butter mixed with the manly scent of tobacco. The collection, priced from $22 to $48, is available at Neiman Marcus and Barneys New York, as well as through Fresh stores nationwide.

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