Jing Daily: P&G Missteps in China With ‘Smelly Feet’ Blunder

On March 13th P&G posted an article in its WeChat ‘P&G Member’s center’ titled: Women’s feet are five times more smelly than men’s? If you don’t believe it, then smell yours now!
- The intentioned, to push more personal care products on women.
The post immediately led to an outcry with a the trending hashtag, “#P&Gclaimswomen’sfeetisfivetimesmellierthanmen’s” quickly growing to 25 million views.
Local outlets spoke out against the post. On March 24th P&G issued an apology.
However, Jing Daily and other outlets are reporting on consumer led bans on P&G products across the board from SK-II to Tampax, ****claiming the company is misogynistic. ****Additionally, locals are seeking out domestic alternatives.
A few insights around this type of cultural shift, consumers are becoming more aware than ever of the breath of brands parent companies distribute within a country, and a re more savvy about looking for company icons on packaging.
What is not clear is how long and truly widespread something like this lasts.
In 2019 Dolce & Gabbana experienced a severe cultural misstep in its marketing leading to declines in its regional sales: “. According to the 2019 financial report, D&G’s revenue share in the Asia-Pacific market, including China, has shrunk from 25% in the previous year to 22%” (Daxue Consulting.

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