“House of Truss” was created by the Almap agency
TRUSS, Grupo Boticrio’s brand, presents House of Truss, as a trend pillar and seeks to expand its focus to approach fashion, art and innovation.
The repositioning includes the brand in the movement established by clothing and accessories houses and consolidates the format in the world of hair. House of Truss’ objective is to dictate new trends and innovations, guaranteeing authenticity without losing the high performance result that is already a reference in the products.
The change will also be reflected in the brand’s visual communication, which loses the graphic element of the logo, keeping the brand name in a minimalist way. The novelty was designed by the Almap agency to represent the evolution of the brand’s positioning. On our own networks, the content will also reflect the new aesthetics, generating a greater perception of value within the professional market.
We already have a reference work both in professional use and in hair care at home, but we want to show that we are beyond the high performance results of the products. TRUSS is a brand sought after by the most demanding consumers, this is also reflected in each person’s lifestyle and way of presenting themselves, which is why we seek to anticipate trends and are aligned with what is most interesting and elegant on the market, explains Marcela de Masi, director of communication and branding of Grupo Boticrio.
The first contact with the House of Truss, both for professionals and end consumers, took place at the Beauty Fair, between September 8th and 12th, with three spaces: House of TRUSS, Mini-Mundo Cabelos and Espaço Studio TRUSS.
Following the events, the brand continues to bring news in products, protocols, events and activations through the House of TRUSS, keeping a close eye on trends, innovation and high quality.
