I have been using Mennen Afta, fresh scent, for about 40 years, and it has definitely made shaving tolerable during that time, as it cooled, soothed, and moisturized my skin after the rigors of shaving. Without it, my skin is a hot, irritated mess after shaving, to the point that it made me wish I could grow a decent looking beard and never shave again. Truth be told, Afta is one of the only personal care products to which I have developed an absolute brand loyalty over the years. Unfortunately, that product has been gradually disappearing from store shelves over the course of several years and now appears to be reaching the point of extinction. The last place I could consistently find it was Walmart, but while the shelf tag remains,at least for now, the floor-level shelf space does not portend well for its longevity, and it has remained ominously empty after I bought their last two bottles more than a month ago.
While I haven’t run out yet, I find myself thinking of the future as my supply continues to dwindle. A search on Amazon turned up only the original scent, which I dislike, especially at twice the price I was paying at Walmart. Further digging turned up an ‘out-of-stock’ listing for the fresh scent, with a notation that it is unknown when or if it would again become available. A check of parent company Colgate-Palmolive’s Web site does not show Afta among their assortment of brands; in fact, the only former Mennen product still available is Speed Stick deodorants.
Apparently, as a mature product line, parent company Colgate-Palmolive has allowed it to coast along with no advertising or promotion. Not surprisingly, sales have fallen off to the point that it is no longer viable. This unfortunate development has sent me in search of alternatives. The less desirable original scent remains available online, but inflated prices, twice what I was paying at retail, would seem to be an indicator that the product may well have already ceased production and consumers are now vying for the remaining stock. so I am instead looking to alternatives.
Back in the ‘90s, Gillette introduced a competing product that was comparable to Afta in most respects, and remains on store shelves, albeit at floor level, like Afta. But at least it’s still there and the price has not gone up. A 2.5 ounce bottle is still well under $3. The best unit price I could find was buying a carton of six bottles from Amazon for $15.24. This is about fifteen cents a bottle cheaper than the shelf price at Walmart and I don't have to drive to the store to get it, which is a double win.
Having ordered a carton, I tried the Gillette aftershave gel this morning, for the first time in more than 20 years, and found it to be an acceptable substitute. I still prefer Afta, which has a richer feel to it, but I can live with the Gillette, since there is really no alternative at that price point. The gel itself is a bit thinner than the Afta, and its scent has more of a citrus note, which is not unpleasant. It produces a more pronounced cooling sensation on freshly shaved skin, which is nice for the few minutes it lasts, but it does not feel as if it moisturizes to the same degree. The important thing is that several hours later, my skin is very slightly irritated, but less than it would be without either product.
It frankly boggles my mind that moisturizing aftershave gels have so completely disappeared from the marketplace, at least at an affordable price point. There are still some more expensive alternatives from the likes of Nivea and others, but nothing to compare with Gillette or the late, lamented Afta. In the ‘90s, this was a very robust category with entries from Edge and others, but it has gradually died away. Although beards have enjoyed a resurgence in popularity, most men are still shaving and a significant number of us are doubtless still experiencing skin irritation from doing so. A product that addresses this condition effectively and affordably would seem to be a quite viable category and not just a niche market.
