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'Smelly’ LRT ad blowback: deodorant brand apologises for campaign visuals | Scoop
Full images of the HYGR LRT advertisement as posted by the personal care brand on its Facebook to explain context. – HYGR.my Facebook pic, April 18, 2025
News

‘Smelly’ LRT ad blowback: deodorant brand apologises for campaign visuals

HYGR says sorry for ad which was called out for having designs that can be interpreted as racially sensitive, explains it is meant to promote hygiene products 

Main Author Image
Maya Zaharudin
Updated
12:31 PM MYT

 

KUALA LUMPUR – Local personal care brand HYGR has apologised after its recent LRT advertisement drew criticism for racial insensitivity.

“First and foremost, we are truly sorry. It was never our intention to offend or hurt anyone through this campaign,” the company said in a public statement. 

“We understand that parts of the advertisement have upset our audience, and we are very appreciative of those who raised their concerns.” 

The ad, which ran along the Ampang/Sri Petaling LRT line from mid‑September 2024 until late March 2025, was designed to promote HYGR’s deodorant, sunscreen and lip balm by reflecting the realities of daily life in Malaysia. 

According to HYGR, it also aimed to showcase the nation’s rich cultural diversity through its cast of varied characters. 

However, one visual element – a figure enveloped in green mist to represent body odour – provoked online backlash. Some commuters felt the depiction, especially when placed beside other characters, could be interpreted as racially suggestive. 

In response to passenger feedback, Prasarana Malaysia Bhd has removed the poster from its trains. 

“As a responsible public transport operator, Prasarana values community feedback and views, especially when (the issue) can be misinterpreted as being targeted at a certain individual or community,” the company said yesterday. 

HYGR clarified that the green mist was intended solely to symbolise body odour in Malaysia’s hot, crowded public spaces, and was not meant to reference any ethnic group. The brand acknowledged that the ad’s execution lacked sufficient thoughtfulness.

“It was our oversight, and we understand why it caused discomfort and concern,” and pledged to learn from the episode. 

Although the campaign officially ended on March 28, 2025, its removal was delayed by Aidilfitri festivities, the company explained.

“We hear you, and we are deeply sorry. You have every right to feel the way you do, and we fully respect that. We are committed to doing better, being more thoughtful, and growing from this experience.” – April 18, 2025 

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