More interesting is the shave butter (pictured). It claims to be the first of its kind and I've no doubt it's the first to be called 'butter' - a spillover from the female cosmetics industry is that stuff has to be called butter rather than cream sometimes and other such naming jollities.
I don't care about that. I also don't care that it does substantially the same job as a shave oil - lubricates the skin a bit so your razor doesn't stick and cut you and achieves a smoother and indeed closer shave - or the Proraso shave preparations about which I've spoken on here before.
No, I care that it does the job equally well if not better, doesn't leave a residue like shave oil, has a light scent that fades very quickly, doubles up as a post-shave balm and does it for just under a fiver (I've been paying over twice that for the Proraso stuff). The same company offers its own balm but I find this calms the skin down just as well.
I shall certainly be buying it again and would recommend it to anyone wanting to improve their shave - although not as much as I'd recommend using a good cleanser on your face first and keeping the razor clean with hot water. That and not pressing too hard will get you over a lot of shaving rash issues, but this makes a good addition.