Gillette is going to be using the Superbowl to launch its new Fusion razor. It sports no less than five blades, making a mockery out of that out of date Mach 3 you thought did a good job. You pretty much must hate your face if you don’t buy it today.

But make no mistake: P&G’s clout kicks in once Fusion hits stores on Jan. 27. Gillette is blanketing stores with 180,000 displays in the first week, coverage it took a year to achieve with the Mach3 razor in 1998. Later, P&G will take Fusion into China and Eastern Europe, where Gillette is weak. “You’ll see Fusion absolutely everywhere you go,” predicts Peter Hoffman, president of global grooming who is heading the campaign.