TRUSS Professional releases a manifesto narrated by Carolina Dieckmmann, highlighting R$ 40 million in education investment and hairstylist recognition.
TRUSS Professional, a Grupo Boticário brand, launched an institutional manifesto on Hairstylist Day, celebrated on January 19. The initiative reinforces the company’s positioning around professional recognition in beauty. Moreover, the campaign is titled #UmArtistaPRO.
The manifesto takes the form of a film narrated by Carolina Dieckmmann. The brand says the video connects emotion, purpose, and institutional direction. In this way, the action highlights the people who drive the beauty market.
Education and training strategy
The date is described as strategic for TRUSS, which has built a professional education ecosystem. The company points to continuous investment in technical training and career development. Meanwhile, it also offers in-person and digital experiences for hairstylists.
According to the brand, education investment totals around R$ 40 million across 2025 and 2026. In addition, TRUSS projects training 220,000 more hairstylists by the end of 2027. Thus, it expands its long-term commitment to the sector.
Manifesto and brand positioning
TRUSS frames the manifesto as a natural extension of its professional recognition efforts. The content translates the hairstylist’s central role within the beauty value chain. Therefore, the campaign highlights both the artistic and technical dimensions of the profession.
“A hairstylist is a professional who combines technique, sensitivity, and creative vision. Recognizing that artistic and technical dimension is part of our long-term strategy. The manifesto embodies this perspective and reinforces the brand’s commitment to those who transform not only hair, but stories and journeys,” says Giovana Orlandelli, TRUSS Director of Communication and Branding.
Narrated by Carolina Dieckmmann, the film takes an institutional tone focused on identification and belonging. The narrative proposes that behind every transformation there is an attentive, technically skilled artist. In addition, the brand emphasizes the professional’s emotional connection to the craft.
According to the campaign text, the video uses archive footage showing professionals creating and celebrating. In this way, TRUSS positions hair artistry beyond the salon. Finally, it links the work to self-esteem, personal expression, and life impact.
Long-term sector focus
TRUSS says the manifesto goes beyond a commemorative campaign. The proposal consolidates an institutional stance connecting education, culture, and business. Therefore, the brand reiterates its bet on the sector’s development.
The company also argues that empowering professionals supports a more qualified market. In addition, it cites the goal of a more sustainable and relevant beauty industry. Thus, the campaign fits into a long-term strategy.
Service
Website: https://www.trussprofessional.com.br/
Instagram: @truss
About TRUSS Professional
TRUSS Professional is a Brazilian haircare brand with more than 20 years in the market. The company says it is present in salons across Brazil and in nearly 40 countries. In addition, it states it develops high-performance products with next-generation raw materials and active ingredients.
In 2022, TRUSS joined Grupo Boticário’s brand portfolio. The group is described as one of Brazil’s 10 largest retailers by the company. As a result, the move expanded the group’s presence in the hair category and strengthened its connection with beauty professionals.