Procter & Gamble “overturned” and apologized for an article, how to properly open the way of communication with female users. Procter & Gamble was accused of publishing a copy of insulting women The domestic consumer goods giant Procter & Gamble China has recently “overturned”. An article titled “Women’s foot odor is 5 times that of men If you don’t believe me, smell it now”, P&G was caught in a storm of “disrespecting women”, for which P&G publicly apologized. P&G operates dozens of brands that are closely related to female users, and the Chinese market has become one of the fastest growing regional markets for P&G’s global business. Why does P&G turn its back on female users this time? What is the bottom line of business ethics in the marketing process? How to properly open the way of communication with female users?