Razor and skin are hardly friends. This indecently rich, non-lathering, "tough beard" shave cream is the first-of-its-kind to contain a patent-pending ingredient complex to protect and care for the beard area.

Traditional foams can strip the skin of natural oils leaving it feeling tight, dry and irritated. Amenity Shave Cream ensures that the blades (all five of them in some cases) comfortably glide over bumps and other beard area irregularities on your face.

Shave Cream is the second product in the Amenity healthy skin daily system (wash, shave, and moisturize). This cream keeps skin moisturized and clear while helping to prevent razor burn, redness and ingrown hairs. Although it appears to rinse off completely, optimal levels of active ingredients remain on the skin to reinforce the system's effectiveness against signs of aging.

• For best results, shave during or immediately after a warm shower. Warm water helps to soften the beard/hair stubble on the face and neck. Squirt a cherry-sized amount of shave cream onto the finger tips and spread/massage over the area to be shaved. Wait 30-60 seconds for pre-shave skin conditioning to occur before shaving. Shave slowly and gently with the grain, using short strokes, and rinse razor after each stroke to avoid clogging the blades. Going against the direction of hair growth can cause irritation and painful, ingrown hairs. When you're done, splash your face with cold water to close the pores and minimize inflammation. Pat your face dry with a clean hand towel and follow with Amenity After Shave & Face Moisturizer.

Each Amenity product features PRO-FORM 6™ patent-pending complex ingredients in a ratio blend specific to the product's function. Shave Cream also incorporates Kava Kava, an anti-inflammatory to calm the skin. Vitamin E and Pro-vitamin B5 provide nutrients to the skin helping to protect it against weathering and environmental aggression. Unlike the large majority of products with vitamin traces in them, Amenity products contain Liposomal Vitamin's A, E, and C — the last of which is collagen-forming when it is absorbed. The combination of anti-irritant and anti-inflammatory ingredients helps to protect the skin against razor burn and irritation. Like all Amenity products, Shave Cream is alcohol-, oil-, fragrance- and cruelty-free.

Shaving shouldn't be feared. Problems such as razor burn occur when too much skin is removed while shaving, leaving it red, burning, or irritated. A high-quality, sharp razor is a must for a close shave. It's also important to add plenty of water to your whiskers so they can stand up and are easier to shave off (saturated whiskers are 70 percent easier to shave). Shave in the direction the beard hair grows (a.k.a., shave with the grain). If you don't know which way your hair grows, run your hands across your beard in different directions — if it's coarse, you are moving your hands against the lay of the beard/hair growth.