Proraso  is an Italian personal care and grooming company that was founded in 1908 by Ludovico Martelli in Florence . They market mens barber supplies, and produce scented shaving products for men,  including their flagship shaving soap made with eucalyptus . The green shave soap is designed specifically for general use, the white shave soap is designed for men with sensitive skin, and the red shave soap for the toughest of beards. There is also a blue line and a yellow line (the latter is seemingly not sold in North America).
The company's pre-shave cream has been in production since 1948.