Gillette is a personal care brand that primarily offers shaving products including razors and shaving cream. In particular, they offer razors which are for the target audience of females and males.

The women's razor section features a sea of pink, turquoise and mint green inspired, it would seem, by the belief that adult women desire Disney-princess themed products and advertising. Here you'll find Gillette's popular plastic shaver named after the mythological Roman goddess of love, sexuality, and fertility. The "Venus" brand offers the illusion of choice with little differentiation, unless you care about how your razor smells when you're shaving your armpits: there's the "Embrace," the "Comfortglide Freesia," the "ComfortGlide White Tea Scented," the "Comfortglide Plus Olay Coconut" and the "Swirl." There's also the "Cosmo Pink" (whether they're referring to the cocktail or the magazine isn't clear, but, hey, "girly!"). Gillette's advertising to women features mostly scantly clad caucasian, thin women. Their advertising eludes to their product allowing women to be more beautiful, feminine and most importantly... hairless!

Alternatively, mens' razors can be seen packaged and advertised in dark blue, orange, and black boasting names that promise stereotypically "macho" performance, endurance, strength, practicality and speed: Gillette offers the "Mach 3 Turbo," the "Sensor 3," and the "Fusion 5 Proshield Chill Razor with Flexball Technology". Gillette's advertising features mostly muscular, Caucasian men and taps in the idea that when men use their razors they can be "real" and "masculine" men.

Marketers and audiences have echoed that up until 2019, many of Gillette's marketing communications featured people from very unidimensional backgrounds (e.g., the same race, genders, ages amongst other characteristics).

Pretend you have just been hired by Gillette as a marketing communication executive. Using your owns words, identify the key elements of Gillette's marketing communication strategy outlined in this question. Then, critically analyse Gillette's strategy/choices focusing on the potential reception they might receive from audiences. Finally, if necessary, provide directions and recommendations for the brand's marketing communication strategy moving forward. Illustrate your argument with appropriate examples where necessary.

P.S Please also use marketing theories