The chief executive of Procter & Gamble has voiced fears that global trading tensions could curtail consumer spending on brands.
"What I worry most about with the trade war is it destroys consumers' confidence in American brands,” David Taylor told CNBC.
His comments come at a time of fraught trading negotiations between the US, where P&G is based, and China, where the company serves over a billion consumers with 20 brands.
"It's not good. I believe, and our company believes, in free and open trade. We think that raises all boats," Taylor said.
"It'd be good for the global economy, good for our country, good for China for a productive and constructive resolution of this."
As CNBC noted, P&G has already put up prices on its Pampers, Bounty and Charmin brands in the US due to rising commodity costs.
This week, the company announced plans to restructure around six business units – beauty, baby and feminine care; fabric and home care; family care and ventures; grooming; and healthcare – each with their own chief executive.