Overview

Safi is a trusted halal skincare brand with deep retail presence, yet evolving consumer expectations have shifted how modern relevance is earned in public life. The challenge was not awareness or credibility, but reintroducing Safi to a younger, urban audience in a way that felt contemporary without abandoning its cultural roots. Visual Retale designed an OOH-led strategy to modernise Safi’s presence by placing the brand back into everyday environments where identity, routine, and self-expression naturally converge.

Execution

Visual Retale engineered a multi-state DOOH deployment across East Malaysia and selected Peninsular markets, integrating large-format outdoor screens with indoor digital placements to create consistent, lived-in visibility. Site selection was guided by audience and behavioural data, prioritising locations that over-indexed in middle-income consumers and beauty-engaged audiences. The one-month sustained rollout allowed Safi’s refreshed messaging to move beyond announcement into familiarity, positioning the brand as both culturally grounded and visibly modern within daily movement patterns.

Impact

By re-establishing Safi’s presence in public space, the campaign provided cultural validation for the brand’s modern evolution. The execution strengthened mental availability among beauty-conscious and upwardly mobile consumers, supported renewed relevance with younger audiences, and reinforced Safi’s transition from a legacy cleanser into a contemporary symbol of confidence and clarity. The campaign demonstrated how OOH can function not just as a reach medium, but as public proof of brand transformation.