Hagkaup’s controversial ad for scented candle promoting gender equality sparks outrage in Iceland

A recent advertisement by Icelandic retail chain Hagkaup promoting a candle infused with “the scent of a woman” for use in boardrooms has sparked considerable outrage on social media. The campaign was part of a collaboration with the Women’s Business Association, aiming to draw attention to the importance of gender equality in company executive boards.

The candle’s packaging features phrases such as “Scent of a woman – strength – wisdom – intuition. For use in executive meetings. You hardly notice when a woman is absent.” This provocative messaging was intended to challenge perceptions surrounding gender representation in leadership roles.

Bryndís Reynisdóttir, project manager for the collaboration, stated that the initiative aims not just to promote the candle but to highlight the continued underrepresentation of women in company leadership. “Many companies are doing well, but there are still firms with boards composed solely of men,” she noted. The campaign asks, “Are women missing from your boardroom?”

Despite the intended message, the ad received backlash, leading to its eventual removal. Bryndís described the reaction as anticipated, acknowledging that both the candle and its marketing were designed to provoke thought and discussion. “This initiative succeeded in raising awareness, showing us that the fight for equality is far from over.”

The partnership resulted in a limited sale of 100 candles at Hagkaup’s Skeifan location. The overall objective—to highlight gender disparities in corporate governance—was achieved, demonstrating that discussions on equality remain essential.