Gillette has upped the ante in the male grooming category with the launch of a five-blade razor as well as a range of pre and post-shave products from next week.

Fusion is the world's first disposable razor to feature blades on both its front and back, and is hitting retailers across the country on Monday (7 August).

Its UK debut has been much antici­pated since its launch in the US in February - and is predicted to add £30m to the UK £267m shaving market in its first year, according to Gillette.

Two shaving systems, a manual razor and a battery-operated Fusion Power line, will mark the first time the company has launched two razors at the same time. In addition, it has developed three HydraGel shave gels - Sensitive, Tough Beard and UltraProtection - as well as a HydraSoothe aftershave balm and a HydraCool aftershave gel to create a complete shaving package.

Chris Silcock, men's toiletries and deodorant buyer for Asda, agreed that the newcomers could herald increased sales in the category. "If we can achieve the objective of getting people to buy into a regime like Fusion, this will bring more consumers into the post-shave category, driving further growth," he said.

Fusion's features include five front blades and a single precision trimmer blade on the reverse, for sideburns and under the nose. It also uses a lubricated strip containing Vitamin E and aloe that fades to white when the blade loses its sharpness.

The Power version has an auto shut-off feature, to avoid accidentally running the battery down.

Four TV advertising bursts will support the launch, running from the middle of this month until June next year.

Other activity includes a web site and a Fusion Experiential Tour Truck that will visit retailers across the country offering grooming advice to consumers.

The razors will carry a premium price of £7.49 for manual and £9.99 for Power, with manual replacement blades priced at £7.99 and £14.99 and Power blades at £9.99 and £18.99 for packs of four and eight respectively.