Procter & Gamble’s Old Spice is venturing into new territory – and launching hair care and styling products for men.

The new products are arriving in stores this month, while the television campaign debuts on Superbowl Sunday, after the game.

“With value and brand loyalty as the two biggest purchasing influences for men in this category, we’re confident guys using our other products will be excited to see Old Spice in the hair care aisle,” said Janet Allgaier, Vice President of Global Personal Care at Procter & Gamble.

The new television spots were developed by Wieden+Kennedy, and illustrates the “transformational” powers of the brand’s products, in an over-the-top way. The integrated marketing campaign is called, “For Hair That Gets Results” – bringing to life the idea that when a guy has great Old Spice-styled hair, “amazing” things happen.

The TV campaign can be previewed on the brand’s social media channels on Facebook and YouTube this week, before its broadcast debut on Super Bowl Sunday following the game.

The product lineup includes bright red bottles, tubes and jars, for:

Old Spice shampoos and conditioners, which are formulated for different hair types. many are 2-in-1 products, and they contain some of the brand’s most popular scents.

Old Spice styling products, which include a spiking glue, foaming creme, molding putty, texturizing paste, and sculpting pomade. (Spiffy Scuplting Pomade is shown.)

One useful design feature is how each of the styling products has a visual silhouette, as a description to help guys choose the product that best fits their needs and hair type.