Kuala Lumpur, Malaysia – Safy Shayla has rolled out a new experiential campaign, done alongside MBCS, aimed at hijabi consumers, centred on the launch of the Safi Shayla Supa Micellar Thick & Volume Shampoo.
The campaign, titled the ‘Safi Shayla Supa Go Kart Race Challenge’, featured a go-kart activation designed to simulate conditions such as heat, sweat, friction, constant movement, and prolonged hair coverage.
According to the organisers, the challenge sought to demonstrate the shampoo’s performance in scenarios reflective of everyday experiences faced by hijabi women.
Rather than staging a conventional beauty product launch, the activation positioned hair care within the broader context of confidence and lived realities. Selected hijabi creators and members of the media were invited to participate in the challenge, which took place at Pinnacle-Kart in Subang on 31 January.
Jennifer Wee, creative director of MBCS, shared, “This campaign was built on a powerful insight, the often invisible struggle hijabi women face with hair compression and how it impacts their confidence. We did not want to just launch a product. We wanted to make a statement about empowerment.
She added, “The go kart race became a metaphor for their daily realities, allowing us to create a never-before-seen activation that turns a PR invitation into an exhilarating challenge. Ultimately, it is about empowering active hijabi women to feel confident, no matter the pressure or pace of life, physically or emotionally.”
The campaign began with a PR invitation that included a bike helmet, the Safi Shayla Supa Micellar Thick & Volume Shampoo, and a golden ticket. The helmet was intended to symbolise prolonged pressure and compression, while the shampoo was positioned as part of race-day preparation.
Kazlina Mohd Kassim, SAFI Brand & Insights Specialist, said, “For hijabi women, hair confidence is measured by how hair feels under coverage throughout the day and how it looks when the hijab comes off. As a hijab hair care expert, Safi Shayla has a responsibility to champion our consumers’ needs and provide real solutions. This campaign allowed us to tap into the lifestyle interests of our audience while proving our promise in a meaningful way. It was a celebration of active lifestyles and women who are confident, comfortable, and empowered, from the moment they put on their hijab to the moment they take it off.”
The Safi Shayla Supa Micellar Thick & Volume Shampoo features a formula containing caffeine, vitamin C serum, and micellar technology, and is marketed as providing thicker- and fuller-looking hair with lightweight freshness and a 72-hour Parfum Bloom.
Anchored by the tagline “Leper Tiada Lagi, Kini Kepuk or Lebat Kembali”, translated as “No flat hair, bring back the volume”, the campaign underscores the brand’s focus on volume retention under conditions of prolonged coverage and activity.
