I recently became aware that a longtime heritage brand, Colgate Shave Cream, manufactured by a heritage company has been discontinued. This leaves them with only the Mennen aftershave lines Afta and Skin Bracer.
Colgate-Palmolive continues to produce tubes of Palmolive shave cream in several foreign markets.The traditional aerosol shave creams (not the newer gels) have really taken a beating. The revival of Rise seems to have floundered, though I think the company still has the American rights to Pears soap and the Dermasil lotion brand. The Gillette Foamy line is still soldiering on, but Procter & Gamble is pretty ruthless about deleting old school brands. Its Noxzema and Old Spice shaving lines are farmed out to Universal Group, and the quality is not what it once was. Colgate had already discontinued its Rapid Shave line and the old line of Mennen shave cream products in cans and tubes.
Not so long ago, Williams made an aerosol, American Safety Razor had reintroduced a Burma Shave aerosol, and Boyle-Midway (alas, sold out) had Aero Shave. Aqua-Velva also had a shave cream. Only Barbasol has a fair sized line, and it has deleted lemon-lime and keeps menthol pretty scarce.
There has been no real notice of it other than several suppliers saying it was discontinued. Until recently, it was listed under men’s toiletries on the Colgate website, but a check yesterday yielded only the aforementioned after-shave lines.
The continued paring down of consumer lines by the old line companies like Procter & Gamble, Colgate-Palmolive, and Unilever is most unsettling. Some of the start-ups that have taken over older brands from them have done okay, but many brands languish or are just dropped without a revival.
Editor’s Note: BrandlandUSA Contributor Dooney Tickner is a brand expert in Destin, Florida.
We inquired about when the product was discontinued. We got back the following reply from Stephanie Clark, of Colgate-Palmolive: “Thank you for your recent inquiry about Colgate Shaving Cream. This product stopped being manufactured in 2006. Unfortunately, we do not have any remaining stock to offer you directly but we will be sure to share your comments with our Business Development Group.”