This is a new formulation of the classic Proraso shaving cream. I had tried the old version and foudn it left my face feeling dry. This product does not cause that. According to the packaging, the new formulation doesn't include SLS or parabens which according to some may cause cancer and or skin irritation (I don't know if those are valid claims but the absence of those products seems to help my skin feel more moisturized). I am very excited about this shaving cream and will continue to use it as part of my shaving ritual. I have formerly used Art of Shaving products which are decent but very expensive. For 1/3 the cost I can get a better and more comfortable shave! What can be better?