On Wednesday, 16 September, Sofnfree brought its latest haircare innovation to life with The Sofnfree Hyaluronic Care Range, an immersive experience centred around one of the most important and often overlooked parts of our haircare routines: the scalp.
Set against the lush surroundings of Shepstone Gardens in Mountain View, Johannesburg, and styled around an elevated springtime dress code, the experience brought together beauty, wellness and education in a way that made scalp care feel like more than just another step in a haircare routine. The experience was hosted by ZeexOnline, who guided guests through the day, with Njabs Zwane joining her for the panel discussion.
Guests were taken through a Scalp Science Round Table, offering an opportunity to learn more about the importance of scalp health, before getting up close with the new range during a Hands-On Experience. The day also made space for wellness with The Ritual: Sound Bath, creating a moment to slow down, reset and embrace the self-care element at the heart of the new Sofnfree Hyaulonic Care Range.
We also spoke to Lerato Selepe Tikwayo, Marketing Manager for Sofnfree South Africa, about the inspiration behind the new range, the growing conversation around scalp health, and the thinking behind one of its most unexpected innovations yet: hair wipes.
GLAMOUR: What inspired Sofnfree’s new haircare range?
I think what inspired this new haircare range is the conversations that have been happening over the past few years around scalp health. We believe, as the hair experts and as a leading haircare brand, that it was important for us to have a range that addresses those needs.
Sofnfree is such an established brand and has been at the forefront of haircare in South Africa for decades.
GLAMOUR: What inspired this new innovation and the idea of introducing a new ritual into people’s haircare routines?
What inspired this new ritual is the importance of scalp health. We want people to start nurturing and taking care of their scalp in the same way that they take care of their skin.
We launched the range with a shampoo, conditioner, refresher spray, scalp serum and something very exciting — hair wipes. Hair wipes are still a relatively new concept in the local market, which makes this an exciting innovation for us.
We understand that rituals differ by hair type, but we wanted to be part of that ritual. It’s the same with skincare, right? You might use one brand for your shampoo and another for your conditioner. We wanted you to have the option to use a trusted haircare brand as part of your overall ritual.
GLAMOUR: The experience incorporates a lot of self-care and ritual. Does the new range cater to South Africans across different ages, races and hair types?
It definitely does. The range was created with all hair types in mind. We created the shampoo and conditioner, and we also made sure that people are comfortable using them on children. As we mentioned during the talk earlier, we don’t recommend the products for babies, but they are suitable for children.
The range is also designed with all races in mind. The refresher spray is very lightweight. It’s something you can use on your braids, but you can also use it on relaxed hair or an afro.
Our research and development team worked hard on the innovation and it was successfully tested across the board, which is what makes it so exciting for the South African market.
GLAMOUR: Let’s talk about the hair wipes, because they’re quite unique. What was the idea behind them, and where did you see the need for them in the market?
You know, us South Africans, we love a good wig, and we also love using styling gel on our hair. For somebody who uses styling gel on a daily basis, particularly on their edges, how are you removing it? You’re removing it with a cleanser. So why not choose a hair product to remove what you put on your hair earlier in the day?
It’s the same way you remove your foundation, which is a skin product, with another skin product, like a cleanser. We all have shampoos. Most brands have shampoos, conditioners, serums and hair oils but not wipes.
Essentially, we want this to be an introduction to Sofnfree, even for somebody who has never used the brand before. We wanted to introduce something different. Hopefully, it is received well by the market, but we are very happy and excited, and we can’t wait for people to try them.
Ultimately, the Sofnfree Hyaluronic Care Range offers a fresh perspective on what our haircare rituals can look like one that starts at the scalp and makes room for education, care and consistency.
From the insights shared during the Scalp Science Round Table, to getting hands-on with the new products and ending the experience with The Ritual: Sound Bath, Sofnfree created an experience that connected the science of scalp health with the softer, more personal side of self-care.
And with the new Sofnfree Hyaluronic Care Range bringing together a shampoo, conditioner, refresher spray, scalp serum and innovative hair wipes, the message was clear: caring for your hair can start long before you style it.
Guests left with their Sofnfree goodies including the new haircare range and Field Bar cooler boxes and, hopefully, a renewed appreciation for giving their scalp the same attention they give the rest of their beauty routine.
This launch marked the beginning of a Sofnfree Hyaluronic Care #Scalpified consumer competition. To stand a chance to win all that's needed is to purchase any two participating Hyaluronic Care products and you could be one of just 15 lucky winners to experience an unforgettable, all-expenses-paid ladies’ retreat at the luxurious 5-star Fairlawns Boutique Hotel. Think indulgence, relaxation, beauty and quality girl time - all on Sofnfree!
TO ENTER
Buy Any 2 Sofnfree Hyaluronic products
WHATSAPP Your till slip to 010 442 5475
WIN 1 OF 15 WELLNESS RETREATS
Keep an eye on Sofnfree’s social media channels for more competition details and updates.
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