Safi unveils first-ever hijabi virtual influencer to educate gen alphas on haircare

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Hijab haircare brand Safi Shayla has unveiled a new virtual educator, Sis Shay.

Sis Shay is a role model who raises awareness around hijabi haircare and was brought to life as a relatable character that aligns with the pop culture of younger audiences. As a digital entity, Sis Shay will exist both online and on-ground as she drives hijabi haircare education and will spread messages around the importance of using a hijab hair specialised shampoo.

Through visits at schools SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, students were able to interact with Sis Shay as she answers pressing questions regarding hijabi haircare and other changes.

Don't miss: Qatar Airways' AI cabin crew Sama takes flight on Instagram

Moving forward, Sis Shay will be visiting other schools and can be found on social media through a digital comic series that educates on hijab haircare through storytelling.

Sis Shay was created in collaboration with MBCS.

“As Malaysia's leading hijab haircare expert, Safi Shayla understands the challenges hijabi newbies face in adapting to their adolescence stage and the root causes of their hair care concerns. Safi Research Institute's studies have shown that a hijabi scalp differs from a non-hijabi scalp, leading Safi Shayla to formulate hijab hair specialised shampoo tailored specifically for hijabis," said Kazlina Mohd Kassim, SAFI brand and insights specialist of Wipro Unza.

“MBCS’s introduction of Sis Shay is a novel approach that helps us connect the dots between haircare education and hijabi hair health to build awareness in a modern and relevant way. Her bubbly yet informative approach makes every tutorial fun and easily comprehensible, and if you're ever in need of hair care wisdom served with a side of humour, look no further. Sis Shay as your go-to sister truly embodies Safi Shayla’s expertise in hijab haircare, serving as the digital face in educating hijabis with specialised haircare knowledge," added Kazlina.

Jennifer Wee, creative director of MBCS said "There is still a gap in hijab haircare education, and as yet, no one seems to be addressing or championing this space. Our insights indicate that young Malaysians, particularly gen alpha and those aged 16 to 21 in the process of building brand loyalty are relying heavily on digital resources to inform their choices. By having Sis Shay meet them through the form of a virtual character in the Safi Shayla universe, we aim to provide a safe space for hijabis. One filled with confidence and support as they navigate through their challenges for the long-term.”

"Sis Shay is more than a character. She’s a relatable digital 'older sister' who understands the challenges faced by young Malaysian girls, especially within the hijabi community. She’s interactive, digitally and physically 'present', and says 'I’ve got you'. Her energetic presence leaves a lasting impression, and we’re excited to build on her possibilities," added Wee.

Safi is not the only brand to create an AI influencer in the last year. Most recently, Qatar Airways debuted Sama, its AI-powered digital human cabin crew, on Instagram. Through her Instagram account, @SamaOnTheMove, Sama will offer a curated mix of travel tips, personal anecdotes from her layovers, an insider's perspective on exciting destinations around the world and behind-the-scenes look at the life of a cabin crew member.

Through her Instagram, Sama will showcase Qatar Airways’ network of over 170 destinations in a fresh and imaginative way. Her content will invite followers to explore new cultures, discover inspiring traditions, and see the world through her eyes.

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