Sta-Sof-Fro switches it up with bold new campaign

Sta-Sof-Fro switches it up with bold new campaign
Award Winning Personal Finance Coach Mapalo Makhu

Renowned local haircare brand Sta-Sof-Fro will commemorate this Women’s Month in a bold way – with the return of its popular women empowerment ‘Wear You’ campaign which has undergone a major revamp and renamed ‘Switch It Up’.

Sta-Sof-Fro launched the ‘Wear You’ campaign in 2018 with the aim to empower and celebrate women from all walks of life. The campaign has since been at the forefront of two years of successful women’s seminars which captured the hearts of many South Africans and dominated social media conversations. Furthermore, in 2020 when consumers were facing financial hardships due to the pandemic, Sta-Sof-Fro showed its commitment to empowerment and giving back to valued customers through its ‘It’s On Us’ initiative, which offered debt relief to various South African women in need.

With the new Switch It Up campaign, the brand is determined to take the movement to new heights in further unlocking more tools, skills and resources that will assist the modern-day woman to be better equipped to face life’s challenges.

“We are excited to reintroduce our signature women empowerment campaign after a year-long break. If there’s anything the pandemic has taught us, it’s the power of reinvention. We need to be able to switch things up in order to adapt to the waves of uncertainty in the current climate. Right now, as every woman goes through different kinds of challenges – whether mentally, spiritually or financially – the Switch It Up campaign will provide the South African woman with a survival kit to support her as she goes through those challenges, and ultimately placing her in better position to thrive even in the midst of it all,” explains Sta-Sof-Fro brand manager, Lerato Tikwayo.

The exciting launch of Switch It Up coincides with the newly redesigned packaging of the haircare range.

“The new packaging complements the complex journey of the multifaceted South African woman; it highlights the many ways and techniques to style her hair while encouraging her to embrace her unique path and stages of her own life’s metamorphosis” enthused Tikwayo.

Remaining true to the brand’s all-encompassing “versastyle” premise, the campaign will bring together a selection of five female groundbreakers from various industries and backgrounds to share tips, insights and personal narratives in two-part intimate and interactive seminars. Joining the panel this year are award-winning personal finance coach Mapalo Makhu, fitness and holistic wellness champion Juanita Khumalo, marketing guru Lebo Lion, and HIV/AIDS activist and entrepreneur Sibulele Sibaca.