A man shaves more than 20,000 times during his lifetime -- and how he shaves is essential to attaining healthier, smoother skin. The Art of Shaving is a unique concept guided by the expertise and hands-on attention of its founders. They are passionately devoted to the very best in men's skin care, and have created an innovative path to optimal shving performance. They call this The 4 Elements of the Perfect Shave -- Prepare...Lather Up!...Shave...and Moisturize.