SMPE was founded in 1950 by Maria Luisa Gemma Ruggi and launched the first one-piece shaver in 1975. In 1990, it realized its product range including problem children with low market growth and high market share, cash cows with high market growth and high market share, and dogs with low market growth and low market share. The range's development enhanced the core brand while maintaining recognizable worldwide style and design, supported by promotional activities that encourage customers to test and reward loyal users of iconic products.