Can a go-kart race prove a shampoo’s worth? Safi thinks so

Safi has taken its latest product launch off the beauty counter and onto the racetrack, turning helmet hair into a headline act.

In a bold move that reframes what a shampoo test can look like, Safi teamed up with Mediabrands Content Studio (MBCS), the creative agency under Omnicom Media Malaysia, to launch its new Safi Shayla Supa Micellar Thick & Volume Shampoo through a high-octane go-kart challenge.

Dubbed the “Safi Shayla Supa Go Kart Race Challenge”, the activation invited hijabi creators and media to put the product through what the brand calls a real-world stress test. Held at Pinnacle-Kart in Subang on 31 January, the event was designed to replicate everyday conditions many hijabi women face, including heat, sweat, friction, constant movement and prolonged hair coverage.

Instead of a conventional beauty showcase, the campaign turned “helmet hair” into a metaphor for daily realities.

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Kazlina Mohd Kassim, brand and insights specialist at Safi, said hair confidence for hijabi women is measured not just by appearance, but by how hair feels under coverage throughout the day and how it looks once the hijab comes off.

"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," she explained. 

Meanwhile, according to Jennifer Wee, creative director of MBCS, the idea stemmed from a powerful consumer insight around hair compression and confidence. Rather than simply introducing a new product, the team wanted to spotlight a struggle that often goes unseen. "We wanted to make a statement about empowerment. 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," she said. 

The go-kart race, she explained, became a symbolic representation of pressure, both physical and emotional. The agency sought to create a first-of-its-kind activation that resonated with active hijabi women navigating fast-paced lifestyles.

The campaign began with a distinctive PR drop. Selected creators and media received a bike helmet, the new shampoo and a golden ticket. The helmet symbolised prolonged compression, while the product was positioned not as a sample, but as race-day preparation. For Safi, the move reinforces its positioning as a hijab hair care specialist.

The Safi Shayla Supa Micellar Thick & Volume Shampoo features a multi-benefit formula, including caffeine to energise roots for thicker, fuller-looking hair, vitamin C serum to strengthen strands, and micellar technology to maintain lightweight freshness. The product is also finished with a 72-hour Parfum Bloom.

Anchored by the tagline “Leper tiada lagi, kini kepuk or lebat kembali”, which translates loosely to “No more flat hair, bring back the volume”, the campaign positions bounce-back volume as a symbol of resilience under pressure.

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