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Questions about Floid after sale to Martelli/Proraso

I've read a few comments in this forum that Floid was sold to Ludovico Martelli S.r.l., the company that owns Proraso. I can't seem to find anything about the purchase on the net. I think Revlon owned Floid even though the labels state Beautyge, SL. The old Beautyge Beauty Group website doesn't seem to be in existence and Revlon owns or owned the company anyway.

A check of my favorite Italian online shaving store along with Giftsandcare in Spain indicates that Mentolado Vigoroso is scarce or out of stock and doesn't seem to have been reformulated. I only see new reformulated labels for "The Genuine". I have both of the old versions and on my skin, there seems to be little difference in menthol strength between the two.

Proraso doesn't list or refer to Floid on their website either. If Proraso has indeed purchased Floid, does anyone know if:

1) Mentolado Vigoroso has been discontinued?
2) Will Floid Blue be reintroduced as others have posted on this forum
3) Will Floid finally have US distribution so the prices won't be twice (or more) what they are in Europe?
 

Marco

B&B's Man in Italy
Sir, here below your answers:

1) The Mentolado Vigoroso is a Spanish Floid, not Italian nor belonging to the Ludovico Martelli Company. I have no info to confirm or deny it being discontinued.

2) There are only rumors on this topic, ever since the arrival of the latest, reformulated The Genuine. There is nothing official communicated by the Martelli society.

3) I live in Italy and cannot answer in any way here, sorry.
 
Sir AtraSensor, indeed the two Floid "Genuines" are similar in scent and menthol, but have distinct and different personalities!
As the purchase of the Italian company was a private sale and was not a mega corporation, I doubt you'll find much public info.
And as far as U.S. distribution to reduce prices here is concerned, I wouldn't hold my breath!
Just splurge and enjoy!
After all, Father's Day is coming up soon!!

2 floids.jpg
 
Floid Vigorosso was reformulated by Ludovico Martelli S.p.A. They removed the treemoss extract.

Company information:
companies.jpg




Ingredients Colomer Beauty:
ingredients-colomer.jpg




Ingredients Ludovico Martelli S.p.A.:
ingredients-martelli.jpg
 
Floid Vigorosso was reformulated by Ludovico Martelli S.p.A. They removed the treemoss extract.

Company information:
View attachment 1479498



Ingredients Colomer Beauty:
View attachment 1479499



Ingredients Ludovico Martelli S.p.A.:
View attachment 1479500
This was an EU wide action and had nothing to do with the change of ownership.

 
This was an EU wide action and had nothing to do with the change of ownership.

Yes, I am aware of that, but it was still reformulated. I don't think they removed the tree moss when Colomer was still producing it. Maybe the more recent Colomer bottles had already removed the tree moss. The box in the pictures is rather old, so I don't know if they did with the last production of Vigorosso.
 
Yes, I am aware of that, but it was still reformulated. I don't think they removed the tree moss when Colomer was still producing it. Maybe the more recent Colomer bottles had already removed the tree moss. The box in the pictures is rather old, so I don't know if they did with the last production of Vigorosso.
This issue with tree/Oakmoss was on the table of producers at least from 2017 onwards. The actual ban only came in 2019 respectively 2021 to give enough time for reformulations.
 
This issue with tree/Oakmoss was on the table of producers at least from 2017 onwards. The actual ban only came in 2019 respectively 2021 to give enough time for reformulations.
That is exactly the reason why I think Colomer never released a single bottle without tree moss, therefore Ludovico Martelli was forced to reformulate the Floid Vigorosso.
 
Thank you very much for these valuable information, Sir. All Floids are Italian made now. :gunsmilie:
You're welcome.

I don't think "all" Floids are made in Italy anymore. The Spanish Vigorosso and Suave are out of stock almost everywhere. It's possible that the original Spanish Floids are discontinued. There is probably a reason why they released a Genuine 1932 Floid in a Spanish 150ml Floid bottle.

I must say that the new Genuine 1932 is very nice and resembles the Italian Amber Floid (the older one before the grey sticker). I never had the Amber with the grey sticker.

The older Spanish Vigorosso with Treemoss was much better than the newer without it. It had a fuller body with a more powdery background. The newer Vigorosso is OK, but I prefer the Italian Genuine 1932, because it has that full body that the old Vigorosso had. It would be nice if they would release a new updated version of the Vigorosso with a Treemoss replacement, so that it's back to it's old glory.
 
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