KUALA LUMPUR, Malaysia – In a pioneering move to address the unique haircare needs of young Muslim women, MBCS, the creative content arm of IPG Mediabrands, has partnered with Safi Shayla to introduce Sis Shay, Malaysia's first virtual hijabi educator. This innovative initiative leverages artificial intelligence to create a relatable and engaging educational experience for Gen Alpha and young hijabis aged 16-21.
Recognizing a significant gap in haircare education tailored to those who wear hijabs, Safi Shayla and MBCS developed Sis Shay as a virtual role model designed to resonate with the pop culture sensibilities of younger audiences. Jennifer Wee, Creative Director of MBCS, emphasized the need for a dedicated platform, stating, "There is still a gap in hijab haircare education, and as yet, no one seems to be addressing or championing this space."
The initiative aims to provide a safe and supportive environment where young women can access accurate information and build confidence. "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," Wee explained.
Sis Shay has already made a tangible impact through school visits at SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, where she engaged with students, answering their questions about haircare and the challenges of adolescence. Moving forward, Sis Shay's reach will expand through a digital comic series on social media, using storytelling to educate and foster deeper engagement.
Kazlina Mohd Kassim, SAFI Brand & Insights Specialist of Wipro Unza, highlighted the scientific foundation of the initiative. "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."
MBCS envisions Sis Shay as more than just a character. She is a digital "older sister" who understands and supports young Malaysian girls. "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," Wee concluded.
This initiative marks a significant step in utilizing AI to address specific community needs, providing valuable education and support to young hijabi women across Malaysia.
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