Fragrance house

Prep

Prep is an Italian skincare brand with a history traced to 1860, when its Dermoprotective Cream became known as a remedy for common skin irritations. Its durable identity is centered on skin protection and care for irritation, with the Dermoprotective Cream as its defining product. The cream is positioned for both pre-shave preparation and after-shave relief, linking Prep’s original skin-protection identity to grooming. Over time, the brand broadened beyond its original protective cream into pre- and post-shave care, sun care, repellents, foot care and other skincare categories. In 2009, Incos Cosmeceutica Industriale, part of the Coswell group, acquired Prep and its multifunctional cream. In 2014, Coswell’s communication campaign marked the brand’s first television advertising campaign, again placing the multifunctional cream at its center.