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Baxter
Given the recent boom in men’s grooming and all the hype of new products, ingredients and celebrity endorsements, Baxter Finley must be having a great laugh.
Finley is the unsung father of the modern men’s skincare industry.
Moving from New York City to Los Angeles to work in the fast paced world of
advertising in the mid 1960’s Finley realized the constant heat and sun was
doing a rough number on his skin. After searching high and low for a moisturizer
that wasn’t pink or floral, he finally gave up and created his own, which he
called Super Shape. The first line of grooming products created just for men,
which he named Baxter of California, was launched from his Beverly Hills
headquarters in 1965.
With the massive success of Super Shape, Baxter began churning out more
men’s
products including Skin Toner for Men, Enriched Night Cream for Men, Under Eye
Concentrate for Men, a vitamin enriched soap and a soothing shaving cream. By
the 1970’s every Hollywood hotshot was slapping their mugs with Baxter’s bounty.
Not only had he launched the first men’s grooming line in the US, but he
identified it with the pre-eminent men of that era. Baxter of California
developed a solid reputation for producing premier products specially formulated
to meet men’s skincare needs, products that have been sought after by everyone
from the guys next door to leading men from Hollywood. This was the line for the
ultimate playboy.
