Blond TRUSS contest highlights demand for safe blond hair and introduces No Metal line to protect strands from metal buildup.
Contest celebrates high-performance blondes
TRUSS Professional, a brand of Grupo Boticário, held the cultural contest “Blond TRUSS”. The action followed ambassador Marina Ruy Barbosa’s return to her iconic red hair, when she symbolically passed on the title of “TRUSS blonde” to consumers. The movement reinforces the brand’s focus on safe, treated, high-performance blond hair. Moreover, it highlighted real stories of transformation, self-esteem and confidence, strengthening the bond between TRUSS and its community.
Real stories and digital engagement
The contest attracted strong public participation and emotional narratives. Marina and Mário Henrique, Chief Blond Officer and TRUSS Professional ambassador, selected the five winners in line with the brand’s storytelling. One winner shared that she had never achieved her desired blond shade due to naturally dark brown hair. This time, she reached the ideal tone with safety and luminosity, showcasing the impact of TRUSS protocols. According to Giovana Orlandeli, Communication and Branding Director, the initiative reaffirms key strategic pillars. She explains that the project brings to life the brand’s commitment to high-performance blondes and a complete consumer experience. The participation mechanic generated almost 2,000 comments in 12 days, between 10/27 and 11/07. Thus, the high organic engagement revealed growing interest in responsible hair transformations and reinforced the community’s connection with TRUSS.
Experiences at TRUSS Academy and No Metal launch
The five winners enjoyed a full blond transformation experience at TRUSS Academy, in São Paulo. The processes were led by TRUSS Specialists: Pamela Bacalinini, Raila, Vinny Pinheiro, Vasti Mirian and Jéssica Miranda. Each participant also received a kit of the brand’s latest home care launch: No Metal. In this way, TRUSS reinforces its positioning in advanced hair care, metal neutralization and high-performance blond maintenance.
Magnetic technology against metal buildup
The new No Metal line features magnetic technology that removes metallic particles accumulated in the hair fiber. It acts as an essential treatment before and after chemical services, providing more safety during lightening processes. In addition, the system helps extend color durability and preserve hair health between transformations. As a result, strands become more resistant, shiny and protected over time. The line’s main differential is the combination of Rescue Complex and Miracle Oils. Together, these actives restore amino acids and lipids lost during coloring or bleaching, strengthening the hair and bringing back vitality. The result is light, strong and luminous hair, free from impurities. Thus, strands are ready to face any beauty routine with extra protection and performance.
Service: No Metal line
No Metal Combo | R$ 269.98 The No Metal line was created for those seeking protection from invisible damage caused by heavy metal buildup in the hair. This accumulation is one of the main enemies of modern hair. With magnetic technology, No Metal attracts and removes metals and impurities without damaging the hair fiber. Therefore, it helps prevent breakage, fading and dryness, keeping strands healthier. The exclusive combination of Rescue Complex and Miracle Oils restores amino acids and lipids lost during chemical processes. Consequently, hair becomes stronger, more nourished and visibly renewed. The result is light, resilient and radiant hair. In summary, strands remain free of impurities and ready for new transformations with safety and high performance.
About TRUSS Professional
TRUSS Professional is a Brazilian haircare brand with more than 20 years of market experience. The company has a strong presence in beauty salons across Brazil and in nearly 40 countries. The brand is recognized by demanding consumers and recommended by highly qualified hair professionals. Furthermore, it develops high-performance products with state-of-the-art ingredients that truly deliver on their promises. Since 2022, TRUSS has been part of the Grupo Boticário portfolio, one of Brazil’s 10 largest retailers. This move expanded the group’s presence in the hair category and strengthened its relationship with new audiences and partners, including beauty professionals.
