If you’re going to stay on top, you have to learn to evolve with the times (I promise not to bring up Madonna here). Baxter of California, has done just that. After 40 years in the grooming game, and under the direction of handsome leading man Jean-Pierre (J.P.) Mastey, the brand has reinvented itself again with a chic new look that is sure to improve the look of your dopp kit and bathroom counter.

The new packaging and website is part of the brand’s push with new products including a mojito flavored lip balm, matte finish styling clay for hair and travel accessories (sound like a dopp kit to me).

Here’s the latest information about the new packaging from the PR release:

“Baxter of California’s newly redesigned aesthetic, created by California- based brand/packaging design company Digi Akimo incorporates a distinctive, matte “Baxter Blue” packaging, and labeling with an artistic typographic spin. The timeless qualities of Baxter’s logo and griffin mascot are paired with relevant ASCII art icons comprised of computer generated symbols representing each of the four product lines; Cleanse, Hair, Hydrate and Shave. A graphic bar code dominates the stark white label, making a statement about commerce as an art form in its own right, which resonates with the cultural creative who lives his work. “

My personal favorite? The Super Close Shave Formula with antiseptic Tea Tree Oil. The Mojito Flavored Lip Balm sounds delicious.