“The series of advertisements we designed relied on the Western sense of humor,” he said. “Not many Chinese would understand this.”

“我们设计的这个系列广告是基于西方的幽默，”他说，“很多中国人并不一定能明白。”

Deodorant sales in the United States reached $4.5 billion in 2016, according to Euromonitor, a market research firm. China’s total: $110 million. Deodorant also does not sell well in other East Asian markets: Japan’s sales that year were about one-tenth those of the United States.

据市场调研公司欧睿国际的数据，香体露2016年在美国的销售额为45亿美元（约合288亿元人民币），而在中国的销售额总共1.1亿美元（约合7亿元人民币），同时，香体露在其他东亚市场的销售也表现不佳。日本2016年香体露的销售总额大约是美国的十分之一。

Companies hoping to sell deodorant in China have had to appeal to other senses. Nivea, a brand owned by Beiersdorf A.G. of Germany, has tried to lure female Chinese consumers by rolling out deodorants with whitening functions.

希望在中国销售香体露的公司不得不从其他感官上想办法。德国拜尔斯道夫集团旗下品牌妮维雅试图在香体露中加入美白功效来吸引中国女性消费者。

Simon Cao, Nivea’s China marketing director, said that the deodorant was popular but that “the room for growth is very limited.”

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