Ronnie & Joe bring #TheBaxterExperience to Manila in partnership with Titan 22 as they launched the gentleman’s grooming brand, Baxter Of California at Titan Fort, Bonifacio Global City. Guests were treated to a complete #TheBaxterExperience, with the party fueled with beats by DJ NixDamnP and booze by NinerIchiNana.
Baxter Of California; cutting-edge skincare created by Baxter Finley in 1965. It started with a single product: Super Shape, a men’s skin conditioner that offered protection from the sun and sea. This gender-specific breakthrough was no gimmick.
Suddenly guys got grooming. In the years since, Baxter of California pioneered a comprehensive range of products tailored to a man’s needs.
Bottom line: Finley’s dry skin began a revolution. Baxter’s legacy meets advanced research: this is the evolution of men’s grooming.
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 also he identified it with the preeminent 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.
Today Baxter of California has a new look and feel with updated packaging, exciting new imagery, new cutting-edge men’s products that target very specific skincare needs, and improved formulations that combine the trusted traditions of science with fine ingredients with nature. Ideal for all skin types, the high-tech assortment works alone or in tandem, providing men with intelligent skincare solutions to anti-aging, shaving, cleansing and basic skincare.
Photos by Toia Avenido, Franco Borromeo
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