The activation features Creme of Nature's signature "Rooted in Radiance" themed style experience. Shoppers who purchase any two Creme of Nature products receive complimentary aftercare and styling sessions with professional stylists. Alongside this, visitors attend hair masterclasses on Saturday, 13 September at 12:00, and a masterclass and panel discussion on hair and heritage on Saturday 20 September at 12:00, all at the activation. Bookings are essential, with more information available at the SOOK x Creme of Nature pop-up store, says Mall of Africa.

"Hair has always been more than beauty — it's memory, identity and culture. It tells our stories, connects us to our roots and gives us the freedom to express who we are," says Zandi Zinganto, Brand Manager at Creme of Nature. "With the 'HAIR-itage' campaign, Creme of Nature is proud to celebrate every texture and style, giving shoppers the chance to explore, express and embrace their heritage through hair."

"Mall of Africa is well known for our unparalleled array of hair, beauty and grooming stores, and we're excited to extend this offering even further this Heritage month" says Yasmeen Lorgat, General Manager at Mall of Africa. "By collaborating with Creme of Nature for this activation, we're offering an immersive experience that celebrates heritage, identity and style, while reinforcing the mall as the go-to centre for cutting-edge hair innovation and professional expertise."

As part of the 'HAIR-itage' activation, unique offers are also available at Barber Lou, Hair City, Sorbet Dry Bar and Splush at Mall of Africa during the promotional period, concludes Mall of Africa.

For more information, visit www.mallofafrica.co.za. You can also follow Mall of Africa on Facebook, X, Instagram, or on TikTok.

*Image courtesy of contributor