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First there was Gillette's Mach 3, then Wilkinson Sword upped the ante with its four-bladed goliath known as Quattro. Now Gillette has hit back with the M3 Power - a lateral take on the shaving experience. This futuristic-looking luminous-green and metal razor features Micro-Power, a battery-driven pulsing action designed to stimulate hair upward for a smoother cut.

To be honest, I'm not totally convinced by the technology, and it's a little steep at about £11 a pop for a handle and two blades. But I've fallen in love with the look, the 80s typography and the little green power button that sits snugly in the middle of the razor. It's easy to grip, provides a smooth and decidedly comfortable shave, and you can clip on any of the Gillette family of blades.

All right, the TV ads still draw on the same old laughable machismo of yore and Mr Beckham has been drafted in for good measure. But who cares?

Gillette could have plumped for a five-blader, but has come up with a refreshingly different and funky-looking product. What's more, it pulls it off with gusto and has once again set the standard for other young blades to follow.

- Design In-house.