For Procter & Gamble, "Face Anything" is more than an Olay skincare advertising slogan. It's an attitude, one that applies even to fallout from a White House trade fight that threatens the company's growing Chinese market.

So far, the optimism is paying off. Sales from the Cincinnati-based consumer products giant's existing businesses grew 4 percent in China during the three months through September, P&G said Thursday. Driven partly by beauty brands like Olay and SKI-II, the numbers show that increasing tension between Washington and Beijing haven't yet prompted Chinese shoppers to snub American merchandise.

Concern that the market, one of the world's largest, might prove increasingly hostile to U.S. companies has preoccupied executives here since President Trump began imposing tariffs earlier this year that now cover more than $250 billion of imports from the country.

"I know there’s a lot of concern that’s been expressed, not just with regard to our categories, but more broadly," Chief Financial Officer Jon Moeller said on an earnings call, but "there’s nothing that we are aware of today that has significantly changed our outlook for our business in China."

P&G sells products in the country from skincare to Pampers diapers and Tide detergent. Even with economic growth that slowed 30 basis points to 6.5 percent in the third quarter as U.S. tariffs increased, the market still represents a "significant opportunity," he added.

The White House has threatened even more duties as Trump tries to wipe out a trade imbalance between the two countries and prevent intellectual property theft. Economic adviser Larry Kudlow criticized Beijing on Thursday for not responding positively "to any of our asks."

Instead, President Xi Jinping's government has retaliated, prompting Trump to ratchet up both rhetoric and penalties. The two leaders are expected to meet again at the G20 summit in November, and while business leaders hope for an eventual agreement, the costs and risks increase as the standoff stretches further.

Companywide, P&G's net income climbed 12 percent to $3.2 billion in the quarter, the first of the company's 2019 budget year and core earnings of $1.12 a share topped the $1.09 average of estimates from analysts surveyed by FactSet.