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Once upon a time, way back in the 1980s, when male grooming was still in its infancy, if a vaguely exotic skincare product  emerged I would cling to it. At the time few of my friends really bothered with fancy shaving gear or moisturisers but I was obsessed. And Noxzema – iconic American shaving brand – was one of the products I fought hard to get hold of.

Thankfully, a new UK distributor has recent brought it to the masses over here. Back in the eighties I seem to remember it stocked by the odd barber shop and advertised in the back of trendy style mags. The first time I smelt the bracing Methol version I was captivated, so much so that I actually couldn’t wait to shave (a concept hard for me to imagine these days) and the moment I smelt it again this morning I was instantly transported back to 1987.

As a brand Noxzema has been around for yonks, launching its first shave cream in the Fifties and the shaving foams 30 years ago, so having lasted this long you know it’s doing something right.

Normally, I’m not a huge fan of shaving foams, finding them too drying but the Noxzema ones are an exception. They’re rich, creamy, refreshing, dermatologically tested and deliver great results. What’s more (and I know these things matter to many) there’s also something reassuring about the delightfully solid and chunky cans they come in.

Noxzema is available nationwide priced £5.95 for a 300ml can. There are five variants but it’s the Menthol one that will also ways do it for me. For more info go to www.noxzemaproducts.com