7/1/2023 0 Comments Man gets wet shave videoSince P&G acquired the Art of Shaving in 2009, the New York-based shaving boutique and product line has become the fastest-growing brand in P&G's beauty and grooming division, company spokesman Damon Jones said. Although traditional wet shaving is a niche market, it is gaining so much momentum that Procter & Gamble's Gillette - with 70 percent of the market, it's the king of disposable razors - has jumped into the game. Rather than standing at bathroom sinks next to their dads, the men are sitting in front of computers watching YouTube videos and shaving blogs that demonstrate the intricacies of traditional shaves: how to properly hold a safety razor, techniques for building a good lather and even a 22-step breakdown of the anatomy of a straight razor. It's cool." Winston is part of a growing cadre of shaving aficionados turning to the Internet to learn what the convenience-driven, throwaway era of their fathers never taught them. "You know you're doing it right when you know the blade is on your skin, but you don't feel it. "You have to be really careful, because you pay for your mistakes," said Winston, stretching the skin on his neck with his fingers and running a straightedge razor across his throat. Each day, the 21-year-old engineering student walks into the dormitory bathroom at the Illinois Institute of Technology toting a basket of shaving supplies reminiscent of his grandfather's generation: hand-held bowl, cotton washcloth, round bar of shaving soap, double-edged safety razor, stainless steel straightedge razor, badger-hair shaving brush and a good dose of patience. Austin Winston is discovering the lost art of the old-fashioned shave.
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