Live on TV Globo, Ana Maria Braga reacted to Maria Beltrão’s new look: “We love it, Beltrão.” The exclusive blonde was created by TRUSS Professional.
The on-air compliment came during TV Globo’s live coverage of a major international film awards ceremony, when veteran journalist Maria Beltrão debuted a striking new look. The transformation, named Absolute Blonde, was created by TRUSS Professional, a brand from Grupo Boticário, as part of the Absolute Cinema campaign.
A blonde built for live television
The color process was led by Danilo Herbert, hairstylist and TRUSS brand ambassador, with a focus on hair health, shine, and a natural finish. Styling was handled by William Leite, also a brand ambassador. The final result was designed to hold up under the demanding conditions of high-definition broadcasting and live TV.
The activation also marks TRUSS’s first content initiative within a live broadcast, made possible through the brand’s sponsorship deal with TV Globo. Having previously signed the hair transformations of Alice Carvalho and Gabriel Leone, TRUSS continues to expand its presence at the intersection of beauty and entertainment.
Beyond aesthetics: a statement of self-acceptance
For Maria Beltrão, the new look carries a deeper meaning. The 54-year-old journalist sees the change as a reflection of a more liberated and self-aware phase of her life.
It’s a great acceptance. Of course I want to offer the best version of myself, but I’ve let go of a lot of pressure. I accept my skin, my wrinkles, my limits. I know who I am: Maria, a 54-year-old woman whose marks are stories that reflect this experience. Aging is a blessing — vanity needs to exist, but with respect for who we are.
Beltrão also credited her trust in the brand as a key part of the process.
I had no fear because I know TRUSS and I love the brand’s products. I had no doubt that the professionals would be extremely careful when treating my hair. When you trust the brand, everything else falls into place with ease.
By transforming Maria Beltrão for one of television’s most-watched moments, TRUSS Professional deepens the Absolute Cinema narrative across multiple visibility fronts — connecting its authority in hair care to entertainment, broadcasting, and image-building on a national scale.
Photo: Disclosure TRUSS
