Archive for the ‘Aveda’ Category

A Special Announcement from Julie!

Wednesday, June 15th, 2016

Change is bittersweet. The great anticipation and excitement of what lies ahead is often tempered just a bit by sadness, and a fond remembrance of what’s being left behind.

Such are my emotions today as I share the news that I have decided to sell both trü salon locations. In our 11 years of existence, we’ve grown in size and services and creativity, and we’ve accomplished amazing things. And after 11 years, I felt it was time for a change—for myself and for trü.

I’m thrilled to announce that Katie Miller, our manager and Sr. Stylist in our Pittsford location, who has been with trü for 10 plus years, is taking ownership of our Pittsford salon on Schoen. 

Rachel McCooey, who has also been at trü for over 10 years, three of those as co-owner at our Park Ave. location, will continue on there, now as sole owner.

That’s what’s changing. But there’s a lot that’s staying the same. Both locations will continue to be Aveda Concept Salons. You’ll be seen by the same friendly and talented staff at both locations. And they will continue to provide the highest quality service and a superior salon experience.

We expect the transition to new ownership to be completed by the middle of July. Until then, I’m here and am happy to answer any questions or discuss any concerns you have.

Thank you for a wonderful 11 years, and here’s to many more!


Julie Judge, Principal

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It’s here….kind of!

Monday, February 29th, 2016

It finally happened: Winter has arrived in Rochester. And with it comes that daily dance from heated house, to frigid outdoors, to dry and temperature-controlled office all day, back out to the cold, and home to the heat for the night. (And that’s saying nothing of the crazy temperature swings we’ve been seeing from Mother Nature!) If you’re confused trying to keep up, think how your body feels. Our skin and hair also have trouble adjusting to all the ups and downs of the changing weather.

Just as we make changes to our wardrobes based on the weather, our hair and skin care regimens need to change with the seasons, too. The products that worked in the humid summer months won’t work in the dead of winter … so we change our products to meet our varied needs.

Of course that’s not as simple as it sounds. So the trü salon staff decided to share some of our own secrets for keeping our skin and hair beautiful throughout the winter. Here are recommendations from our experts at trü (We are real people too!)

Kristine (Pittsford location)

Are your cuticles ragged? Do your nails look less than stellar? Throughout the winter months, I apply Beautifying Composition every night at bedtime. It soaks in overnight, nourishing my nail beds and helping to prevent hangnails.

beautifying composition

Molly (Pittsford location)

I have extra-dry hair, and I’m especially susceptible to static and fly-aways when temperatures are cold and the heat is on inside! That’s why I use Aveda’s Dry Remedy Moisturizing Masque every week throughout the winter months. I let it soak in for at least ten minutes to give that extra boost of moisture my hair needs.

dry remedy masque

Katie (Pittsford location)

I don’t know about you, but the dreary weather really gets to me. I’ve usually got a bad case of the winter blahs by mid-October! To beat those cold-weather blues, I suggest some face-framing highlights. It doesn’t need to be anything drastic; even just a few can brighten your look and bring the sunshine back to your face!

face frame highlights

Lisa (Pittsford location)

One of the things I hate most about winter is what it does to my scalp—itchiness, dryness, flakiness. My remedy? Get a scalp treatment! I use Aveda’s Professional Scalp Remedy Concentrates (We choose from four concentrates to best meet your needs). You’ll feel relief immediately!

scalp remedy concentrate image

Kat (Pittsford location)

I am obsessed with Aveda’s new Shampure Dry Shampoo. I’ll admit it—I’ll use this during any season. I love the time it saves me in the morning, not having to wash my hair as often, and I love the way my hair looks and feels when I use it. And one of the benefits of using it in the winter is that it helps put the volume back in my hair after taking my hat off.  

dry shampoo

Kayla (Rochester location)

The best winter advice I can give: Don’t forget to exfoliate once a week. Your skin takes a beating in the cold weather, and it’s important to let the fresh new skin shine through. I love the way Aveda’s Tourmaline Charged Refining Mask makes my skin look and feel. I usually follow it up with the Botanical Kinetics Soft or Rich Crème, depending on how my skin feels. I tend to like the Soft Crème in the morning and the Rich Crème in the evening, to give my skin a little extra moisture overnight. 

tc refiner


My skin gets really dry and flaky in the winter months. For me, the Stress Fix Crème is he perfect fix. I apply it every morning and every evening, paying special attention to my knees and elbows. And an added bonus is that it smells great! The relaxing aroma helps me start and end my days on a perfect note.

stress fix creme

Natalie (Pittsford location)

It can be difficult to achieve the complexion you desire when your skin’s faced with constantly changing atmospheres, from hot and dry inside to blasts of cold outside. I usually spray a light mist of Botanical Kinetics Toner over my makeup whenever I start to look a little too powdery. It keeps my face looking dewy, not oily; refreshed, not dry.  Give it a try—I swear by it!

bk toner

Rachel (Park Ave. location)

I love Aveda’s new Love™ Composition Oil! It has a wonderfully soothing aroma of sandalwood and jasmine that really warms my heart on dreary winter days.

love composition

Kenna (Park Ave. location)

My stress levels reach their peak in the winter months, and having dry itchy skin doesn’t make it any better! Stress-Fix Body Crème cream is rich and smooth—perfect for all-over or for targeting problem areas like my elbows or cuticles. And a few deep breaths of the lavender and chamomile aromas gets me back on track and ready to face the grey of a Rochester winter.

stress fix creme 2

Kate (Park Ave. location)

I’m a huge fan of the Botanical Kinetics Intense Hydrating Rich Crème. I apply it when I go to bed at night, and I wake up in the morning with smooth, radiant skin! It’s a “must-have” for keeping my sensitive skin in shape throughout a dry, cold Rochester winter.

bk rich creme

So there you have it, our first round of trü’s expert recommendations for products that can help you fight the winter blahs! Come see us if you want to try one out, or ask us about your particular situation. As always, we look forward to seeing you!

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Our Simple 5-Step Guide to Selecting the Right Hair Care Products

Thursday, August 20th, 2015

Believe us, we know how hard it is to figure out which shampoo and conditioner are going to be best for your hair. We’ve been there, too—wandering up and down the aisles, feeling overwhelmed by the options and varieties and ingredients.

So let us help you. We’ve had lots of experience and worked with lots of products, and we want your hair to look its best. Check out our quick guide, and call or come by to talk to a stylist.


  1. Choose Aveda


There’s a reason why tru salon exclusively uses and sells Aveda products: they’re superior quality, and therefore better for our guests. They’re also naturally derived, and therefore better for the earth.

  1. Tell Your Stylist What Products You’re Currently Using


This will help your stylist understand why your hair does what it does, and what might need to be altered in your hair routine.

  1. Discuss Challenges or Concerns


Knowing what you don’t like about how your hair looks, feels, acts, etc., your stylist uses that information along with the product information to make proper recommendations that will help alleviate your struggle.

  1. Talk About Environmental Factors


Medications you take and your daily activities can change how your hair moves and feels. You may spend a lot of time in the sun or need to pull your hair back for work every day. Your stylist will recommend products or treatments that will mitigate the damage from these external stressors.

  1. Select Products for Your Hair & Scalp


Your stylist will review with you the options available and recommend an ideal hair care routine. Try them out and discuss the results with your stylists. Together, you can adjust as necessary until you find the perfect combination.

Click here to learn more about the Aveda hair care products we love!

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Earth Month!

Sunday, April 19th, 2015

Earth Day is celebrated every year on April 22nd and raises awareness and brings communities together to give our planet it needs. This year marks Earth Day’s 45th anniversary and it is still going strong! There are multiple festivals and rallies that occur throughout Earth Month, but we ought to be helping our planet year round.

Even the smallest difference can make a huge impact for our world!

Here are five examples and ways that you can make a difference for not only Earth Month, but for the entire year:

Update light bulbs
Don’t worry; this does not have to be a huge home project! Even changing one light bulb in your home from an old one to a new compact fluorescent bulb will help.


Recycle glass
If glass is not recycled, it can take a million years to decompose! Recycled glass helped reduce air and water pollution.


Decrease shower time 
By just taking two minutes off of your shower routine, you can conserve ten gallons of water.


Use cruise control
Let’s use that fancy button in our cars! When cruise control is on, your vehicle can get up to 15% better gas mileage.


Pay bills online
If everyone paid their bills online instead of getting paper copies, we’d save 18.5 million trees every year, 2.2 billion tons of carbon dioxide and other greenhouse gases, and 1.7 billion pounds of solid waste.


In celebration of Earth Day, make it your mission to help our planet.
Check out more great tips at 50 Ways to Help!

And remember Aveda’s mission:
our mission at aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.

Happy Earth Day!

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Rochester Fashion Week Fun

Wednesday, December 10th, 2014

Recap: Fashion Week of Rochester 2015

In October, Rochester celebrated the fifth annual Fashion Week of Rochester. (Yes, that was a while ago now. We know we’re late…but better late than never, right?)

Fashion Week of Rochester is a fundraiser for the Center for Youth, which provides services such as counseling, shelter, referrals, and education to youth who want to take responsibility for their lives. To date, the event has raised more than $300,000!

Another goal of the organizers was to create a friendly and truly accessible event that the entire community could enjoy. Because of the good it does, and how it brings the community together, trü salon was proud to be involved in another successful Fashion Week of Rochester!

On Wednesday, we welcomed 20 models at our Park Avenue location and prepared them—hair and makeup—for the High Tea, High Fashion show. Held in the Sibley Tea Room on the top floor of the Sibley Building downtown, the show a sight to see, with models and dogs gracing the runway beautiful shoes and clothes—and doggie fashions, too!

2 1

On Friday, we hosted a second group of models in preparation for Fashion by the Books, which was held at the historic Rundel Memorial Library. This wonderful show featured grandparents & grandchildren, twins, and “Silver Foxes” on a European runway.

3 4

At trü salon, it is always important to us to give back. Fashion Week of Rochester was a great opportunity to be a part of our community, showcase our skills, and foster camaraderie between our two salon locations. It was wonderful to see so many families, individuals and businesses come together for such a good cause, and we were thrilled to be a part of it.

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Aveda Pure Privilege…what’s it all about?

Wednesday, October 8th, 2014

If you’ve ever purchased products at an Aveda salon, you’ve probably heard about Pure Privilege. If not, or if you’re still not sure what it’s all about, here’s a quick rundown:

Pure Privilege is a point-based rewards program through Aveda. There is a one-time $10 fee to join, at which time you automatically receive double points on that fee as well as on all first-time purchases. Moving forward, you’ll earn 10 points for every $1 you spend on Aveda products. Aveda offers special promotions monthly, and twice a year you can earn double points on purchases. You’ll also receive a birthday gift from Aveda each year, valued at $20. Rack up your points and save them for as long as you like—they never expire—and redeem them online for free gifts or discounts on services!

Aveda currently offers seven tiers of free gifts:
Tier 1: 1,500 points
Tier 2: 2,500 points
Tier 3: 4,000 points
Tier 4: 7,000 points
Tier 5: 10,000 points
Tier 6: 20,000 points
Tier 7: 50,000 points

At Tier 1, you can redeem 1,500 points for a small makeup item such as a lip glaze. If you get to Tier 4, you earn a $75 certificate to apply to a salon service. Tier 7’s 50,000 points can get you a 3-night exotic vacation for two! And there are many other great gifts in between.

If you’re like a lot of our guests, chances are you’ve been earning points but haven’t ever redeemed them. You may not even know how many you have. We want you to take advantage of the free gifts you’ve already earned! So here’s a quick guide on creating your account and reaping your rewards:

Go to and click on the United States flag.
In the upper right hand corner of the screen click on the blue “Access Your Account” button.
If you don’t have (or don’t remember) your username and password, click here. If you already have your account, log in and skip to step 6.
Fill out all required information and click the “Create Login Now” button.
You will receive an email with your new password; use it to log in to the site.
Click “Request Reward” on the dark blue menu.
Scroll through the different gifts available. When you’ve decided what you want, click the “Select” button on the left.
Verify that you have the gift you want, and that your address is correct (so that your gift will be sent to the right place).
Click the “Request Reward” Button to finalize the transaction.

You’ll receive a confirmation of your order, and your gift will reach you within 21 business days. It’s that easy to get great free Aveda gifts! So, the next time you come see us at trü, ask your service provider or a member of our front desk to sign you up for PurePrivilege and start saving points right away!

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Want to learn more about hair extensions?

Friday, July 18th, 2014

If you’re like me, you’ll often see a celebrity on TV or in a magazine and think enviously, “How is her hair so long and thick?” More than likely, it’s because she has extensions.

It used to be that extensions were pretty much for people coping with thinning or extremely fine hair. They also used to be a hassle to put in and difficult to make look natural. Fortunately, neither is the case today. Extensions now play a big role in the fashion and beauty industries and are therefore much more mainstream than they were a decade ago. Even better, they look and feel more natural than they used to, and there are many different types available.

The most common types of extensions women use today are the following:

  1. Clip-in extensions: These are an instant solution and great for special occasions or a night out on the town.
  2. Sew-in extensions: As the name implies, these have a stronger hold, and are therefore more commonly used on women with ethnic or courser hair
  3. Fusion extensions: These are a more long-term solution and involve attaching the extensions to strands of hair with small beads of solidified keratin
  4. Weft extensions: These have a small track a few inches long, to which the extension is attached; the wefts are then attached to your hair with a medical-grade adhesive.

At trü salon, we now carry the VoMor Hair Extension System, a type of weft extension offered exclusively at Aveda Salons. The name is derived from the company’s tagline: Volume & More. Their mission is to give women a sense of power, confidence, and beauty by allowing them to add volume, thickness, and/or color to their hair.

There are many significant benefits to VoMor extensions over other types, but a few that factored into our decision to carry them include:

  • Flexibility: add as much or as little as you need to create just the look you want–
  • Versatility: VoMor extensions come in 30 beautiful colors that seamlessly match the Aveda color wheel
  • Quality: VoMor extensions are made from Remy human hair, the highest grade of real hair available, which means that you can style it just as you would your own
  • Integrity:  All the hair that is used to make VoMor extensions is ethically sourced and manufactured
  • Availability: We carry VoMor extensions right in the salon so there’s no waiting weeks for an order to come in; you get immediate gratification
  • Longevity: Each VoMor application lasts 6-8 weeks, at which point your stylist will remove, recondition, and replace the extensions; they’ll last through 2 or 3 uses—even up to a full year!

Check out some of our happy VoMor clients in the Before & After gallery on our website and on our Facebook page

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Culture Clash Makeup

Friday, March 21st, 2014

It may still feel like winter outside, but thanks to AVEDA’s new  Culture Clash 2014 line, spring has sprung at our trü salon locations!

Culture Clash is AVEDA’s vibrant and exciting new Spring/Summer 2014 makeup collection. They describe it as “a world of color in one harmonious palette” and we couldn’t agree more.

makeup culture clash 1

As part of the collection, they’ve introduced two new Nourish-Mint™ Rehydrating Lip Glazes: cool Berry Bud and warm Rose Copper. If you prefer lipstick instead, you can choose from the warm and rich Peruvian Lily Nourish-Mint™ Smoothing Lip Color or the Nourish-Mint™ Sheer Mineral Lip Color in Sheer Muscadine, a natural raisin color. They all pair beautifully with the Culture Clash’s Nourish-Mint™ Lip Liners in Cactus Blossom (an intense matte pink) and Maple (a warm matte nude).

For the eyes, the collection features the Petal Essence™ Eye Definer in Graphite and a selection of 6 beautiful Petal Essence™ Single Eye Colors: Olive Leaf, Peony Blush, Aquamarine, Seafoam, New Lilac, and Burnished Bronze. Our staff favorites at trü this week are Seafoam, Peony Blush and New Lilac!

makeup cluture clash 2

We’re so excited about this limited-edition collection, and we want you to experience it with us. Please join us for our seasonal make-up event at Park Avenue on Friday April 4th and at Schoen Place on Wednesday, April 9th.

We look forward to seeing you then!

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Aveda Congress 2013

Monday, November 18th, 2013

AVEDA Congress 2013 | A NOMAD Event

At the end of October, I attended my first-ever AVEDA congress. Congress is a HUGE event that brings together AVEDA stylists from all over the world to celebrate the art of hairdressing. It was held this year at the Minneapolis Convention Center. Attendees received an intense education in hair cutting, coloring and styling; makeup, trends and business from many AVEDA superstars. It was the most exciting and inspiring event I have ever attended!

AVEDA’s global artistic team, made of of Antionette Beenders, Allen Ruiz, Janell Gleason, Ricardo Dinis, Ian Micheal Black, and Tippi Shorter, showed artists from all over the world how they create their runway looks.

Allen Ruiz was the 2013 NAHA Hairstylist of the Year. He brought his NAHA performance winnings look and brought them to the stage for his segment. He showed off his mod 1960’s vibe with what he called the “homemade bumpit”. He inspired his fellow stylists by showing them they can take fairly simple techniques we all know and turn them into runway style.

Allen Ruiz

Janelle Gleason is AVEDA’s Global Makeup Educator. She showcased AVEDA’s upcoming line of makeup, hitting shelves this spring. But took her makeup application out of the box, applying gems along the hair line to create a very dramatic, theatrical look.

Janelle Gleason

Ian Micheal Black, AVEDA’s Artistic Director of Color, led his models down the runway and took hair color in an unexpected direction. His segment showcased bold brunettes, pastel blondes, and exciting bright colors—as well as some great takeaway techniques for the colorists in the audience.

Ian Micheal Black

Ricardo Dinis inspired his fellow AVEDA stylists by bringing together east and west, with a collection inspired by the shape of the traditional Japanese kimono. He evoked the triangular shapes of the sleeves in an angled cut unlike those stylists have not created before. His cuts all featured very strong lines and employed a mixture of cutting techniques. The end result was a beautiful combination of Asian esthetics.

Ricardo Dinis

Tippi Shorter is the newest member of the AVEDA artistic team and has had the privilege of being stylist to celebrities like Beyoncé and Rihanna. Her segment focused on textured hairstyles. She gave all her runway models windblown textured styles, wash-and-go styles, or blow-dried finished looks. Shorter wanted stylists to see that, regardless of ethnicity, anyone can have textured hair. Hair is what you do with it.

Tippi Shorter

Last but not least was Antionette Beenders, AVEDA’s Global Creative Director, and her evening performance. It was a show like I have never seen before and completely beyond anything I could have expected. She brought the circus to the stage in front of our very eyes! She showcased different “clown-like styles,” featuring haircuts with a new twist. Short bobs, chunky layers, and clown couture illustrated how simple techniques can transform any look into something truly unexpected.

Antionette Beenders
At the end of this bi-annual AVEDA event, I felt more inspired than I ever have. It was amazing to me to consider that every featured artist started out as a stylist in a salon, just like me. Each has become an amazing and inspirational member of the AVEDA community. As a stylist myself, I truly look up to all of them. Their passion for their work and their guests defines AVEDA’s mission and brings us all closer together—not just as stylists, but as an AVEDA family.
Courtney Conover, stylist
AVEDA inspiration: Beauty does.

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Aveda Heart Lands Makeup Collection is at trü!

Sunday, September 15th, 2013

Passionate AVEDA fans eagerly look forward to the new spring/summer and fall/winter collections every year. At trü salon, we are so excited that it’s now time to introduce the new fall/winter collection—Heart Lands Autumn 2013.

The inspiration for the collection comes from AVEDA’s roots in Minnesota, with its sprawling fields and beautiful blue skies. As the AVEDA brochure for the collection states, it is a place where “‘handcrafted’ is a way of life and people live connected to the soil, sunshine and rain that sustain them.”

True to that feeling, AVEDA’s artists seek to create a watercolor-like look this season, with tones that are less uniform and precise than past seasons. The lands and the crops, the sun and the soil have inspired the hair and makeup colors.

Within the makeup collection there are six different petal essence eye colors:
Viridian – a cool, satiny deep green
Dusk Orchid – a charred purple with a satin finish
Ginger Root – a warm, soft orange-gold
Hyacinth – a light lavender-violet with a satin finish
Bronze Patina – a cool, rich army green
Antique Gold – a light, shimmering gold patina

To complement these colors, AVEDA has created two new eye definers: Juniper, which is a deep green matte liner, and Night Lily, which gives a charred plum smoky look.

For lips, there are two beautiful lip liner – nourish-mint™ smoothing lip color combinations to enjoy. The Plum Petals liner pairs with the Sweet Plum lip color and gives a rich and velvety violet look. The Red Petals liner and the Red Wood lip color leave you with a rich, warm brick red tone.

There are also two new nourish-mint™ rehydrating lip glaze colors in the collection. Winterberry is a violet berry with an iridescent sheen, and Honey Tree is a natural nude glaze. Both glazes can be worn over an existing lip color or alone by themselves.

We’re thrilled about the new colors, but the most exciting part of introducing the new seasonal collection is trü salon’s makeup events! Come spend one-on-one time with Scott, an Aveda Freelance Advisor, who will create a stunning look for you not only using the new colors of the season, but also the rest of the Aveda makeup line. The cost to reserve a spot is $25, and that amount is credited back to you for your purchase of this season’s makeup.

Call us today to sign up for our makeup event on either September 20th at our Park Avenue location (585-244-0044) or on September 24th at our Schoen Place location (585-586-7870).

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