It’s a seductive pitch: Cleanse your body. Feel healthy. Lose weight.

You only have to do one thing: starve.

Kathy has a secret. Every morning she creeps out of bed before her husband wakes up, slips into the bathroom and meticulously conceals the balding spots on her head. “My husband doesn’t know what I’m up to,” she says, laughing.

Like roughly 30 million other women, Kathy suffers from female androgenetic alopecia, or pattern baldness.

Let’s say you’re in a glitzy Beijing restaurant. Your waiter uncorks a $300 bottle of Cabernet Sauvignon. He pours you a glass and you sip it, savor it, let it breathe. But around the table, everyone else gulps theirs down one swallow, like a shot, yelling “Gan bei!”

Welcome to wine culture in China.

Low testosterone. For men, these words have the same foul odor as “impotence,” “shrinkage” or “Justin Bieber.” The topic is taboo. Throughout civilization testosterone has been prized as the lifeblood of manhood, so a deficit would imply, by definition, that we are somehow less manly.

We live in a world of labels. And right or wrong, the labels we choose have an impact on how others perceive us — even during the holidays.