Safi looks to empower hijabi gamers with new campaign

January 19, 2024 | Share this article

Beauty brand Safi Shayla (Safi) is challenging stereotypes and championing female empowerment with its new ‘Sembur, Play, Slay!’ campaign. ‘Sembur’ is Bahasa for the word ‘Spray’.

The campaign celebrates the release of Safi parfum mist rambut (perfumed hair mist) and features hijab-wearing female gamers in a TV commercial, in-store point-of-sales materials, and social media postings.

‘Sembur, Play, Slay!’ aims to send the message of empowerment and inclusivity with the brand also launching a PUBG Mobile championship tournament in Malaysia.

The tournament was held on 6 and 7 January and was the first-ever hijab-wearing gamers-only tournament. It saw five teams battling it out for a grand prize of RM10,000 and an opportunity to be the brand’s ambassadors in future campaigns.

“This campaign marks a significant stride in our journey to promote inclusivity and representation in the beauty and esports realm,” said Kazlina Mohd Kassim, a Safi brand and insights specialist.

“Culturally, women are sometimes dissuaded from foraying into more ‘male-dominated’ sports or activities. At Safi, we believe that women should be empowered to reach for their dreams, and we’re here to help women feel confident and comfortable in all their endeavors,” she said.

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