Women's feet odor is 5 times more men?Procter & Gamble ads insult women are punished

In order to promote its own brands of shower gel, laundry condensate, sterilization spray and other products, P & G, propaganda advertisements have repeatedly "touched porcelain" Chinese women. In March of this year, "women's feet are 5 times the men's feet" and "love to clean again. Women, panties are more dirty than men "," twice as dirty than men "and other non -scientific slogans caused controversy.

Marketing has repeatedly consumed women, and the price of products frequently increases its quality. Last year, Procter & Gamble made nearly 50 billion yuan in the Chinese market, but only paid 700,000.

Marketing women have been repeatedly turned over

Recently, an administrative penalty disclosed by credit Guangzhou's official website shows that Guangzhou Procter & Gamble Co., Ltd. (hereinafter referred to as "Procter & Gamble) has previously released advertisements such as" Women's Foot Stink is 5 times "and other contents. The District Market Supervision Administration (hereinafter referred to as the "Huangpu City Supervision Bureau) imposed a fine of 700,000 yuan in administrative penalties.

The administrative penalty decision shows that from March 13th to 24th, 2022, Procter & Gamble's title "Women's foot odor is 5 times the feet of a woman? "The advertisement, suspected advertising violations during the publicity. After investigation, the advertisement exists in the sanitary conditions, odors, etc. of different parts of men and women, as well as text content such as" women's foot odor is 5 times the men's feet ".

Subsequently, Procter & Gamble submitted the source materials of the content of the content of the advertisement content, statistical data, and investigation results to the Huangpu City Supervision Bureau. After verification, when the content of the advertisement is cited, the source is not marked, which is not exactly the same as the original quotation content. The Huangpu District Municipal Supervision Bureau believes that P & G's use of men and women's body odor to publish advertisements violated relevant laws and regulations, ordered it to stop publish illegal advertisements, delete advertisements, rectify public accounts, and impose administrative penalties of 700,000 yuan.

In this regard, Procter & Gamble officially issued an apology statement, but consumers did not buy it. Some netizens listed the list of Procter & Gamble's brand and said they were resisting. In the end, the public account involved was forced to cancel.

In fact, this is not the first time that P & G's "touching porcelain" women have been punished for advertising. In August 2021, Procter & Gamble's "Remove 99%Bacteria" that did not fully scientifically demonstrate "removing 99%of bacteria" on a soap of Shuka Jiajia was prominently marked. , Procter & Gamble's "Jiajieshi-type children's toothbrushes 5-7 years old Frozen" products are not qualified to recover the standard because of the recovery rate of single-silk bending.

In Women's Day in 2021, Pan Ting, a subsidiary of Procter & Gamble, was suspected of social workplace women due to the release of a workplace advertising content, which caused some netizens to discuss and resist. The advertising video presents a male and one woman to dock with customers. The customer instinctively believes that the male employee is the boss, and ridiculed the female employee outside. The advertising copy directly changed the "Pan Ting" to "Pan Ting". Many female netizens think that Pan Ting's deleting "female label" is actually intentionally "ignoring women."

In 2019, Procter & Gamble's SK-II published an advertisement called "Why they Don't Go Home for the New Year". In the year, SK-II marketing "leftover girl" turned over. The short film "She finally went to the blind date" was questioned by consumers to "splash dirty water" to a real independent woman.

In addition to marketing rollover, Procter & Gamble was involved in the carcinogenic storm in December 2021. Due to the detection of carcinogen benzene, a variety of dry -hair spray -type washing products were recalled. Although P & G China pointed out in the statement that the above recall products did not involve China, consumers believe that the statement does not represent that there is no problem with the products sold in China. In November of the same year, Procter & Gamble had been revealed that 50 batches were revealed to be recalled by carcinogen.

In addition, Procter & Gamble also associated hundreds of legal lawsuits. Sky Eye Increasing showed that the case as the defendant was mostly product liability disputes and contract disputes. The spot check and inspection information showed that Procter & Gamble has been discovered many times and ordered to correct the copywriting.

China's market performance pressure

Even if the price increases frequently, marketing has repeatedly involved gender discrimination, and even involved in carcinogenic storms, it failed to prevent Procter & Gamble from getting nearly 50 billion yuan in the Chinese market last year.

As one of Procter & Gamble's main source of revenue, 1/5 of the 5 billion people in P & G services are in China. Greater China contributed 10%of sales last year. The financial report shows that in 2021, the organic sales in Greater China (not included in mergers and acquisitions transactions, asset -off transactions, and sales of exchange rate changes) increased by 12%year -on -year. Pan Ting, who was trapped in the market, increased by 25%year -on -year in the Chinese market.

In the first quarter of this year, Procter & Gamble achieved revenue of 19.4 billion US dollars (about 124.5 billion yuan), an increase of 7%year -on -year; net profit increased by 4%year -on -year to US $ 3.367 billion (about 21.6 billion yuan). In January, Procter & Gamble announced that all the top ten categories of categories were raised. During the reporting period, their products priced had increased by 5%, and the sales volume increased by only 3%year -on -year, indicating that the rise in sales is mainly due to product price adjustment.

It is worth noting that in the first quarter of this year, Procter & Gamble's performance in Greater China slowed down, and tolerance products, infant and children and women's products had declined to a certain extent. Procter & Gamble said that it was mainly due to market competition.

Public data shows that Procter & Gamble's daily necessities in the Chinese market once reached 47%, while its market share in China was reduced to 30%in 2019.From 2014 to 2017, the global net sales of all P & G fell from US $ 74.4 billion to $ 65.1 billion, and then slowly responded to $ 70 billion.Some people in the industry said that in the Chinese market, foreign investment and local brands are in the period of reshuffle iteration of the old and new and old brands. This has a certain pressure on the old -fashioned foreign capital.It is not advisable that the company's job is still a product that focuses on consumer needs and pain points, and innovation meets the needs of the Chinese market.

Author: NetEase Finance Zheng Haoyuan, Chen Junhong

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