Firm Advocates Proper Hygiene Habits Amid Heat Exposure

Reckitt West Africa has underscored the importance of maintaining proper hygiene habits among commuters and fitness enthusiasts, particularly in environments where prolonged exposure to heat and sweat can make personal care more challenging.

The company said everyday activities such as commuting in crowded public transport or engaging in outdoor exercise often increase perspiration, making consistent hygiene practices critical for comfort, freshness and overall wellbeing.

According to Reckitt, in order to address this, it launched #OwnTheSweat campaign designed to create deeper, more engaging experiences in spaces where movement and physical activity are part of daily life. The company, which locally manufactures Dettol Cool antibacterial bar soap alongside other products, said the initiative was specifically tailored to the Nigerian market.

Speaking on the campaign, Marketing Director at Reckitt West Africa, Boma Harrison, said #OwnTheSweat2.0 was created to connect with Nigerians within their everyday routines. “With #OwnTheSweat2.0 by Dettol Cool, we wanted to go beyond awareness and create meaningful experiences in spaces where people are most active, such as gyms. It’s about demonstrating that staying cool, fresh and maintaining good hygiene can be simple, even under demanding conditions. You can rely on Dettol Cool to get the job done,” she said.

According to the company, the latest edition builds on the momentum of the inaugural #OwnTheSweat campaign, which engaged communities nationwide, returning with a more immersive and interactive approach.

Reckitt noted that rising temperatures across Nigeria in recent months have made staying fresh and comfortable increasingly difficult. From navigating crowded spaces in sweltering conditions to coping with persistent sweating, the discomfort has been widespread, particularly for individuals with active lifestyles or those constantly on the move. “The initiative came to life through a series of pop-up activations that engaged participants in real time while reinforcing the connection between active living and everyday hygiene. Rather than simply promoting freshness, the campaign demonstrated how good hygiene fits seamlessly into daily routines,” the company said.

It added that the campaign commenced across major fitness hubs nationwide, where participants took part in interactive fitness challenges led by trained instructors, transforming routine workouts into engaging experiences. These sessions, according to the company, created a practical link between performance and hygiene, enabling participants to experience the brand within relevant everyday settings.

At the Lagos NYSC Camp, the brand engaged corps members through fitness challenges, dance competitions and interactive quizzes hosted by fitness instructor Ekemini “Kemen” Ekerette. Outstanding participants were recognised as ‘Cool Champions’ and rewarded with branded Dettol Cool merchandise.