When global deodorant makers began their foray into China, they highlighted the social embarrassment caused by perspiration. Their central message was a proven winner in the West: Sweating will get you shunned socially and ruin your chances for romance.

当全球香体露厂商进军中国市场时，他们强调的是流汗给社会交往带来的尴尬，这个核心信息在西方证实是有效的：出汗会让你在社会交往中被人冷落，也会破坏情场上的机会。

That pitch fell on deaf ears in China, said Lucia Liu, a skin care assistant manager at Unilever who was involved in Rexona’s marketing between 2011 and 2016.

参与了2011年至2016年舒耐市场推广的联合利华护肤产品助理经理露西亚•刘说，这个宣传方式在中国没有产生效果。

“The traditional thinking here is that sweating is good because it helps people detox,” said Ms. Liu. “There is a marketing barrier that is really hard to overcome.”

她说：“在中国的传统观念里，出汗是件好事，因为它会帮助排毒，这个市场营销上的障碍很难克服。”

Indeed, Chinese health websites have long promoted the benefits of sweating, ranging from a boost in immunity to memory enhancement to skin rejuvenation. To many Chinese, perspiration is a natural part of metabolism that should not be blocked.

的确，中国的健康网站长期以来一直在宣传出汗的益处，从增强免疫力、提高记忆力到恢复肌肤活力。对于很多中国人而言，排汗是新陈代谢的自然组成部分，不应该被阻碍。

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