THE PRODUCT Safi Shayla – Malaysia’s leading halal haircare brand specialises in hijab haircare offering products formulated to the unique needs of hijab-wearing women.
THE BRANDMISSION Empower hijabi women celebrate their confidence by feeling fresh, strong, and beautiful under the hijab while staying rooted in believes with Safi Shayla’s halal, science-backed haircare solutions.
THE CHALLENGE How to market haircare products without demonstrating real visual form of luscious hair in visual touch points to product experience marketing. How far can we push the image of Safi Shayla empowering hijab wearing women in compliance to social and religious acceptance guidelines.
THE SOLUTION We initiated a strategic shift in brand communications to resonate with our target audience. By elevating Safi Shayla’s visual language, refining its tone and manner, driving innovative and effective brand activations, and forging strategic KOL partnerships, we will secure our relevance and stand out significantly amongst our competitors.
Client : Wipro Unza Year : 2021-2025 Location : Malaysia
Safi introducing Sis Shay, their pioneer virtual influencer designed to form a strong connection with young Muslim girls and new hijab wearers. Through Sis Shay, Safi provides vital education on hijabi scalp microbiome and reassuring them that Safi Shayla is a constant companion, understanding and supporting every step of their hijab journey.
