DISRUPTIVE PRODUCT INNOVATION TO STIMULATE THE CATEGORY
- Current trend shifts to natural looks such as braids, plaits and afro styles have created mass appeal and demand from both consumers and salon professionals.
- The biggest haircare challenge experienced by our consumers is dandruff, and a flaky and itchy scalp.
- The natural styling category is driven by the Braid, Afro and BlowOut segments making up 12.5% of the category revenue, with a combined projected 16% growth, ahead of a projected category growth of 8.2%.
SOFNFREE HAS THE SOLUTION
Sofnfree, SA’s No. 1 Hair care Brand launches into these categories with high volume lines,
infused with internationally trending Black Castor Oil ingredients for softness, strength
The additional benefit of Anti-Dandruff actives in these daily use after care products further stimulates high growth.
CATEGORY INVIGORATING NEW RANGE WILL ADD TO YOUR BOTTOM LINE
This NEW Sofnfree Black Castor Oil range will:
- Stimulate the wet hair category by bringing back users who are looking for new multipurpose formats, based on the latest consumer trends of convenient haircare that makes daily maintenance easier.
- Increase basket penetration by offering a variety of new multipurpose haircare products into the Anti-Dandruff space that ordinarily has many barriers to purchase – now there’s an Anti-Dandruff benefit in affordable, daily use products.
- Create excitement in the category with education and engagement throughout the value chain via intensive above-the-line, below-the-line and on-the-ground campaigns to promote the range Nationally.
BLACK CASTOR OIL FOR MAXIMUM SOFTNESS AND STRENGTH
AN END TO DANDRUFF & DRY, ITCHY SCALPS
Bringing you another first from Sofnfree, the NEW Black Castor Oil Range includes the powerful Anti-Dandruff ingredient Zinc Pyrithione.
This active ingredient significantly decreases dandruff levels and an itchy, flaky scalp within 4 weeks.*
The rich nutrients in Black Castor Oil such as Vitamin E, Omega-6 and Omega-9 Fatty acids assist in moisturising hair and treating a dry scalp.
Black Castor Oil is known to:
- Soften and detangle.
- Strengthen and reduce hair breakage.
- Add shine and volume.
- Stimulate hair growth and put a stop to hair loss.
An exceptional blend of ingredients delivering effective relief and healthier hair.
Scientifically developed, trusted and tested by our HairXperts.
Use daily to enjoy a soft and conditioned scalp.
Please include individual product images alongside these descriptions
CREATING EXCITEMENT IN THE HAIR CATEGORY
The NEW Sofnfree Black Castor Oil Range with Anti-Dandruff properties delivers multipurpose superior quality:
Sofnfree Black Castor Oil Anti-Dandruff Moisturising Braid Spray
– Revitalises and refreshes braided and plaited styles. Can be used on natural and synthetic hair.
Sofnfree Black Castor Oil Anti-Dandruff Hairfood
– The moisture rich formulation leaves your scalp and hair feeling soft and conditioned.
Sofnfree Black Castor Oil Anti-Dandruff Oil Moisturising Lotion
– Maintains and adds to the hairs correct moisture balance, adds soft silky shine.
Sofnfree Black Castor Oil Anti-Dandruff Curl Moisturising Spray
– Penetrates dry and porous hair to define curl, improves styling flexibility and adds a rich lustre.
Sofnfree Black Castor Oil Anti-Dandruff Afro Spray
– Helps restore the correct moisture balance to hair, improving texture and curl without weighing it down.
Sofnfree Black Castor Oil Anti-Dandruff Hi-Sheen Spray
– Helps to revitalise dry, fragile hair. Provides intense shine to natural hair, braids and extensions.
Sofnfree Black Castor Oil Afro Blowout Relaxer
– 2L / 250ml / 125ml + Afro Blowout Neutralising Shampoo 25ml