Raheem Sterling returns as the face of Gillette Labs.

Manchester City and England footballer Raheem Sterling has continued his association with Gillette Labs by spearheading a campaign launching the group's new flagship product.

This is the 2022 to 2023 advert that promotes the Gillette Labs range, including the shaving brand's new Exfoliating Razor. Again starring England and Man City footballer Raheem Sterling, the voiceover in this Gillette commercial tells viewers “Getting into your flow.

Procter & Gamble reported Tuesday that it wrote down the value of its Gillette brand by $8 billion. Executives attributed the write-down to currency devaluations and lower shaving frequency. The consumer products giant has also faced increased competition from disruptors like Dollar Shave Club and Harry's.

What is the target market/target consumers of Gillette? Most people interested in Gillette are between 18-and 34 years old. Most are them being high school graduates, and the majority are single.

Gillette Venus, the pink razor for women from the house of P&G, has launched its new campaign #WhatsYourRepeat. Created by Grey India, the campaign film is directed by Afshan Shaikh. It features professional badminton player Daman Raj, slam poet Barbie Rajput, travel influencer Srishti Tehri, and actress Ananya Panday.

Gillette has also promised to donated $1m a year for three years to non-profit organisations with programs “designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation”. The ad was directed by Kim Gehrig of the UK-based production agency, Somesuch.

What is the marketing strategy used by Gillette? Gillette uses not just demographic but also psychographic segmentation strategies. To differentiate between the features of its products, the brand uses a differentiated targeting strategy.

Gillette is a company dedicated to the manufacture and sale of personal care products, especially blades and razors. Its business model is based on the sale of high quality products at premium prices, and it has focused on innovation and technological development to maintain its position in the market.

A major development was reported between late July and early August, when it was announced that Gillette had lost $5 billion in quarterly sales, resulting in P&G giving Gillette an $8 billion non-cash writedown in terms of valuation.

McDonald's “One of Us” joined the ranks of Gillette's “We Believe: The Best Men Can Be,” Google's “Equal Rights” and others that challenge the status quo.

One of the secrets to Gillette success is that every decade or so, it launches a new incremental product improvement – slightly better, slightly more expensive, slightly more profitable and it migrates the consumer from the previous model to the new model and moves onward.