A desire to obscure or hide something unpleasant or unacceptable (perhaps the truth, or a perceived flaw).
A desire to present yourself or a situation in the best light, control the image you project, or to avoid judgment by others.
For more clues, consider the meaning of the area or thing being deodorized.
See also: Armpit; Smell; Fragrance; Soap; Cleaning; Bathtub or Shower