1. style and fashion
2. beauty
3. hair care

The cover model look was created by Alfaparf Milano
M AY / J U N E 2 0 1 4
Tru Beauty Concepts - Trusted, Respected, Unique
1-888-371-5040 | www.trubeautyconcepts.com
INTRODUCING
RI CI
pg. 4 & 5
STYLE YOUR
SUMMER
pg. 22 & 23
ROUNDTABLE
OMBRE STYLES pg. 24 & 25
w w w . tr ub eautyc onc ep ts. c om
MANUFACTURERS
GET THE COVER LOOK
The Alfaparf Milano Team created the cover look using the ESSENZA TECHNIQUE.
Want to achieve this look? Here’s how:
Abba...................................31
Alfaparf....................1, 13, 31
Aloxxi...............16, 17, 22, 29
American Dawn
Arbill
Ardell..................................31
B.E.S.
Balmain
Betty Dain
Biolash
Blow Pro.......................22, 23
Bodyography
Burmax
Cameo................................31
Clairol.................................30
ColorProof.........3, 8, 9, 22, 23
Conair.................................22
CND
Cricket
D’Clinque
Dennis Bernard
DHS
Divina.................................31
Essie...................................34
Esuchen
Eugene Perma
Flowery
Footlogix
Fromm
Gena
GiGi
Giovani...............................31
Graham
HairArt
Helen of Troy
Hotheads.......................25, 28
Hot Tools
IBD
ICON...................................31
Intrinsics
It’s a 10..............................23
Jatai
Keratin
Complex......22, 26, 27, 29, 31
Keune.............6, 7, 22, 23, 36
King Research
Malibu C Wellness
Marianna
Marilyn Brush
Mason Pearson
Mediceuticals
Milbon..........................12, 13
MIN
Moroccanoil.............14, 15, 22
Morris Flamingo
Mutual
Neuma..........................15, 22
Nufree Nudesse
Onesta................................30
OPI.............22, 31, 32, 33, 34
Oster
Palladio
Product Club..................30, 31
ProTools
Pure Blends.........................21
Rejuvenol
Ri Ci..................................4, 5
Roux
Rudolph
Salon Tech
Savannah
Seche
Soma
Sparks................................30
Spornette
Style Edit.............................30
Suddz..................................31
Tend Skin
Terax
TheraBath
Therapro
Tresemme
TruBeauty...........................31
TruDesign
Turbo
Tweezerman
Wahl
Wella
Wet Brush
White Sands
X Fusion..............................30
YYC
Z.One Concept...10, 11, 22, 23
Zotos..................................31
4 EASY WAYS TO ORDER
1. E-Mail us at cs@trubeautyconcepts.com
2. Contact your Tru Beauty Concepts Sales Consultant
3. Call our Customer Service Department at
(888) 371-5040
4. Visit us at our store:
109 Street Rd., Southampton, PA 18966
2
Not all products available in all territories – contact us for more information. Not responsible for typographical
errors. Pictures may not exactly match advertised promotions. Promotions limited to on-hand quantities unless
otherwise specified. TBC reserves the right to correct errors and limit quantities. All material contained herein is
subject to trademark and copyright protection. Copyright 2014 Tru Beauty Concepts, Inc. All rights reserved.
35
NAILS
OPI | ESSIE
1-888-371-5040 | www.trubeautyconcepts.com
COLORPROOF
OPI Coca-Cola
18 pc. Display
OPI-19-DDC05
$79.95
20% OFF
OPI Coca-Cola
Edition C
Mani/Pedi Massage
Lotion 16 oz.
OPI-19-DDC12
$162.00
Choose from:
Papaya Pineapple Massage 16 oz.
Cucumber Massage 16 oz.
Tropical Citrus Massage 16 oz.
Chamomile Mint Massage 16 oz.
Lemon Tonic Massage 16 oz.
$
11.95 each
$14.95 value
Choose from:
• I’m not Really a Waitress
• Big Apple Red
• Malaga Wine
• My Chihuahua Bites
• A good Man-darin
• Cozu-melted in the Sun
• Princesses Rule!
• Bubble Bath
• Funny Bunny
• Black Cherry Chutney
• Unfor-greta-bly Blue
•Polka.com
14.95 duo
OPI-19-DDC10
$8.50
OPI Coca-Cola
10 Pack of Style
SAVE
20%
GelColor Duo Deals
FREE Matching Nail Lacquer
with GelColor Purchase!
$
OPI Coca-Cola
Icons of Style Duo
OPI-19-DDC08
$12.50
SAVE
23%
Neons by OPI
Edition A
OPI-19-DCB13
$69.95
NEW!
Neons by OPI
Edition C
OPI-19-DCB14
$162.00
Neons by OPI
Little Bits of Neon
OPI-19-DCB15
$19.45 value
$9.95
OPI GelColor Spring
Mani/Pedi Trial Kit
Includes:
6 GelColor .5 oz.
(1 each of: Base Coat,
Top Coat, Pedal Faster,
Strawberry Margarita,
You’re Such
a Budapest, Can’t
Find My Czechbook)
6 Pedicure Product 4.2 oz.
(1 each of: Soak,
Soften, Scrub, Mask,
Massage, Smooth)
1 20 ct. Expert Touch
Remover Wraps
1 Blank Nail Palette
1 Tabletop Instructions
1 Instructional Brochures
$
99.95 kit
$148.13 value
OPI-19-SPF40
AVAILABLE JUNE 1st
OPI Wipe Off!
NEW!
• Acetone free lacquer remover wipes
• Convenient 10 pack
• Fresh lavender scent
$
34
3.50 pack
OPI-06-AC856
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
3
TRAVEL DEALS
OPI
4
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
33
1-888-371-5040 | www.trubeautyconcepts.com
SALON OPENER
12
12
12
4
8
2
8
2
2
2
Splash Shampoo 16 oz.
Drench Conditioner 16 oz.
Thirsty Gel 8 oz.
Thirsty Gel 16 oz.
Memory Setting Spray 8 oz.
Memory Setting Spray 16 oz.
Velvet Serum 3.4 oz.
Splash Shampoo 32 oz.
Drench Conditioner 32 oz.
FREE Tickets to Hands-on Certification Class
PRICE: $499.00
Value: $1,078.50
RIC-21-RSO
STYLIST STARTER KIT
3
3
3
2
2
1
1
Splash Shampoo 16 oz.
Drench Conditioner 16 oz.
Thirsty Gel 8 oz.
Memory Setting Spray 8 oz.
Velvet Serum 3.4 oz.
Splash Shampoo 32 oz.
Drench Conditioner 32 oz.
PRICE: $99.99
Value: $154.75
RIC-21-SSK
OPEN STOCK
RIC-02-SPL16
RIC-02-SPL32
RIC-03-DRE16
RIC-03-DRE32
RIC-12-GEL16
RIC-12-GEL8
RIC-12-MSS16
RIC-12-MSS8
RIC-12-SERU3
Ri Ci Splash Shampoo 16 oz.
Ri Ci Splash Shampoo 32 oz.
Ri Ci Drench Conditioner 16 oz.
Ri Ci Drench Conditioner 32 oz.
Ri Ci Thirsty Gel 16 oz.
Ri Ci Thirsty Gel 8 oz.
Ri Ci Memory Setting Spray 16 oz.
Ri Ci Memory Setting Spray 8 oz.
Ri Ci Velvet Serum 3.4 oz.
$10.53
$15.79
$13.16
$19.74
$13.16
$7.89
$13.16
$7.89
$7.89
CURLY HAIR CUTTING AND STYLING CERTIFICATION TRAINING
In this full day, hands-on workshop, Ricky Pennisi, Ri Ci founder and curly hair master artist,
comes to HOPE to train and certify in the art of curly hair cutting and styling. Attendees will
learn how to achieve optimal client satisfaction and retention by gaining knowledge, skills
and expertise in the craft. Become a certified Ri Ci curl expert!
Monday, June 2
32
10am - 3pm
HOPE for Beauty, 109 Street Road, Southampton, PA 18966
$250
5
HOT DEALS
Abba
Volume Root
Spray 1.7 oz.
Pumps the energy
of nature into limp,
lifeless hair for
maximum fullness
and body, finishing
it with beautiful
shine
Protects
eyeglass
arms against
stains during
haircolor
applications
SAVE
50%
$
Divina
Creme Peroxide 4 oz.
SAVE
60%
0.99 ea.
$
1.00 ea.
Available in:
• 10 Volume (DIV-04-1CR4)
• 20 Volume (DIV-04-2CR4)
• 30 Volume (DIV-04-3CR4)
• 40 Volume (DIV-04-4CR4)
$
• Quality ingredients
immediately detangle hair, restore shine
and normal pH
• Professional strength
restores split ends,
adds strength,
increases elasticity,
body, bounce and
prevents static fly
aways
SAVE
up to
$1.98 value
$2.50 value
PRD-10-EG10
ABB-12-VORS1
$1.25 - $1.50 value
Cameo
Color Coordinated
Multi-Color Check
Pad #5 10 pack
Zotos
Quantum
Platinum Perm
Icon
Web Pomade 1.7 oz.
• 100 slips per book, numbered
consecutively
• 2-3/4” x 4-3/4”
• A buffered alkaline perm that
yields soft, defined curls
•Ideal for hair that’s been highlift tinted, heavily highlighted,
double processed or bleached
$
7.00 ea.
$9.95 value
SAVE
30%
CAM-21-5
$
$
4.00 ea.
$
6.00 ea.
$5.80 value
$10.25 value
ZOT-01-50003
ICN-12-WEB
LITER SALE!
Alfaparf
Semi Di Lino
Diamante
Conditioner
•Liter size at
special price
•Old packaging
•Liter size at
special price
•Old packaging
6.99 ea.
$10.99 value
DIV-03-HONAG
Ardell
Fashion Lash
109 Demi Black
9.95 ea.
Natural lashes that
are lightweight,
reusable, easyto-apply and
give the desired,
natural look of full,
beautiful lashes
$
2.25 ea.
$3.25 value
ARD-07-109B
60% OFF GIOVANNI
$
10.95 ea.
$21.00 value
$23.00 value
DIA-02-ILLL
DIA-03-ILLL
Keratin Complex
Detailing Iron 1/2”
OPI
Bright & Brighter
Suddz FX
Design Powder
Purchase:
1Strawberry Margarita
1Hot & Spicy
Receive FREE:
1Cosmetic Bag
•Design to create
lightweight lift and
separation
•Provide light
and natural
SAVE
movement
70%
to the hair
42.95 ea.
SAVE
31%
SAVE
53%
SAVE
53%
$
SAVE
36%
SAVE
41%
LITER SALE!
Alfaparf
Semi Di Lino
Diamante
Shampoo
$
50%
• Twisty, turning, fiber-y threads
tie up each strand to create an
amazing texture
•Protect and project a web of
texture in hair
SAVE
31%
SAVE
30%
SAVE
43%
5.99 kit
$75.00 value
$
KCX-09-DET12
$8.50 value
Available in PA & Norther DE ONLY
6
0.75 ea.
TruBeauty
Honey Almond
Conditioner
Gallon
WHILE SUPPLIES LAST
Product Club
Disposable Eye
Glass Guards 10 ct.
OPI-19-SRE43
Not all products available in all territories. Contact us for more information.
$
2.95 ea.
$9.98 value
SUZ-12-DPOW
WHILE SUPPLIES LAST!
Tru Beauty Concepts - Trusted, Respected, Unique
31
TRU SAVINGS
ONESTA | PRODUCT CLUB | STYLE EDIT | SPARKS | X-FUSION | CLAIROL
EXCLUSIVE TO TRUBEAUTY!
NEW!
•Increases flexibility, lessens breakage,
and reduces split ends
•Hair is shiner, healthier, and has more
color depth
$
ONE-03-PPT
29.99 deal
$
7.98 deal
$10.98 value
Digital
Color Scale
SAVE
20%
$
$
5.58- 11.98 ea.
$
SAVE
25%
INTRODUCTION TO TINTA COLOR
37.42 ea.
$49.90 value
$6.98-$14.98 value
ONE-19-MJWFM , ONE-19-MJSCG
PRD-21-MJBYG
• Weighs in
grams or
ounces
•Includes
batteries
and AC
power
supply
Choose from:
• 2-in-1 Color
Brush 3 pack
(PRD-10-2N1AP)
• Ergo Color
Brush 3 pack
(PRD-10-ERGAP)
SAVE
27%
SAVE
36%
$46.80 value
on Color Brushes
Purchase:
1Workable Finishing Mist 6 oz.
OR
1Sculpt Medium Hold Styling Gel 6 oz.
Receive FREE:
3Crease-less Hair Ties
$
PRD-10-DS11
25.00 deal
$39.00 value
15% OFF
Root Concealer 2 oz.
OR Hair Filler 2 oz.
Choose from:
• Black/Dark Brown
• Medium/Light Brown
•Auburn/Red
•Blonde
SAVE
15%
$
Sparks
Long Lasting Bright Hair Color
KCR-19-MNTRV
Purchase:
20 Tubes of color
Receive FREE:
1 Color Swatch
NEW! INTRODUCING
$
119.00 deal
$129.00 value
$9.75 value
Philadelphia
PA
Jun 15
9a-12p
Allentown
PA
Nov 2
9a-12p
Allentown
PA
Jun 2
1p-4p
Philadelphia
PA
Jun 15
1p-4p
Allentown
ULTIMATE REDS
FREE KEUNE WET BRUSH
WITH PURCHASE OF
RETAIL SHAMPOO AND
CONDITIONER DUOS
PA
Jul 14
1p-4p
Allentown
PA
Aug 18
1p-4p
Philadelphia
ULTIMATE BROWNS
BUY 2, GET 1 FREE!
Keratin Hair Fiber
12 g or 25 g
2 FREE Softees Color
Resistant Towels 10 pk.
when you purchase 2
Tubs of BW2 2 lb. at our
Every Day Low Price
•Available Softee Colors are
Chocolate, Gray, Evergreen,
Navy, Pink, Plum, Lilac, and Aqua
•Towel colors available while
supplies last
Mix & Match
30
9a-12p
1Hydrate Shampoo 70 ml
1Triple X Gel 50 ml
1Mineral Cream 30 ml
•PURE - Ammonia free lifting powder created from
organic ingredients
•EFFECTIVE - High performance lightener, lifts gently
through the protective qualities of PhytoKeratin
•NOURISHING - Enriched with certified organic
Argan Oil for extra conditioning
•Dust free
SPC-21-119
Jun 2
ULTIMATE BLONDES
SO PURE BLONDE LIFT
POWDER 500 ML
SAVE
$
10
PA
Mini Travel Kit includes:
A BRAND NEW BLONDE
8.29 ea.
SAVE
36%
WHEN YOU PURCHASE $25 IN
CARE LINE MAN RETAIL SIZES
SAVE 20%
3 FREE CREASE-LESS HAIR TIES
when you purchase Sculpt
Medium Hold Styling Gel
6 oz. or Workable
Finishing Mist 6 oz.
THINK LIKE A MAN
FREE TRAVEL KIT
Four Tools Include:
• Balayage Foil Boards
(1 short/1 long)
• Balayage Brush (2 pack)
• Balayage Paddle (2 pack)
• Balayage Film
(12”x12”, 500’ total)
JUST 60 SECONDS TO BEAUTIFUL HAIR!
13.14 ea.
BAYALAGE TOOLS FOUR PACK
Purchase
All Four NEW
Balayage Tools
& SAVE 36%
NEW!
Probiotic Protein Treatment 6 oz.
$
KEUNE
$
39.90 deal
$77.94 value
Tru Beauty Concepts - Trusted, Respected, Unique
SAVE
49%
MUST MENTION THIS AD TO RECEIVE PROMO
Choose from
ANY Keune
Design Line,
Care Line or
So Pure Duo
$
24.38 ea.
$32.50 value
KSP-04-BLP
Not all products available in all territories. Contact us for more information.
SAVE
25%
$
15.21-$26.31 deal
$31.20-$42.30 value
KEU-15-WETBR
PA
Sep 28
1p-4p
Philadelphia
PA
Nov 2
1p-4p
Allentown
ART OF COLOR CORRECTION
SAVE
PA
Sep 29
10a-4p
Philadelphia
up to
51%
Contact your DSC or visit
www.keuneevents.com/local for details
7
1-888-371-5040 | www.trubeautyconcepts.com
ALOXXI | KERATIN COMPLEX
NEW!
2-in-1 Swatch Book
NEW!
$
Designed to
make color
consultation
a cinch
Brunette
$
100.00 each
30.00 kit
$39.68 value
ALX-10-2I1SB
Blonde
Includes:
1 Chroma 6GV Love that Sambuca 2 oz.
1 Tones 7GV Moda Fantastica 2 oz.
1 Blue Lightener 1 oz.
1 Crème Developer 20V 16.9 oz.
SAVE
1 Crème Activator 7V 16.9 oz.
24%
1 Colour Prime 1.5 oz.
1 ColourLock 1.5 oz.
1 Color Tint Brush
1 Paper Swatch
Chart and
Technique
Brochure
Includes:
1 Chroma 11N Andiamo-Let’s Go Platinum
1 Chroma 11V Creme de la Crema
1 Chroma 11A Sistine Candles
1 Blue Lightener 1 oz.
SAVE
1 Crème Developer 40V 16.9 oz.
27%
1 Colour Prime 1.5 oz.
1 ColourLock 1.5 oz.
1 Color Tint Brush
1 Paper Swatch
Chart and
Technique
Brochure
$
30.00 kit
$41.08 value
ALX-19-BRCK
Styling Cream 3.4 oz.
Styling Cream 1 oz.
NEW!
$
ALX-12-SC30
Includes:
2 Flexible Hairspray 9.1 oz.
2 Thermal Styling Spray 5.07 oz.
2 Weightless Styling Gelèe 5.07 oz.
2 Essential 7 Restorative Hair Serum 3.4 oz.
15 Style Brochures
1Style
Display
SAVE
52%
50.00 deal
$104.54 value
ALX-19-OTSP
Aloxxi is available in PA, Northern DE,
Central & Southern NJ ONLY
Keratin Complex
Shining Star
Purchase:
5KeraBrilliance
Shade (0.0/Clear,
5.56/5MR, 9.2/9V,
6.0/6N, 8.3/8G)
Receive FREE:
1Demi-Glaze
Activator 32 oz.
1 Color Therapy
Applicator
Bottle
SAVE
1Cosmetic
40%
Bag
$
35.00 deal
$58.00 value
KCX-19-KBSS
Available in PA & Northern DE ONLY
8
Styling Cream
3.4 oz.
SAVE
20%
10.00 duo
$
36.00 /4
$45.00 value
ALX-19-WSCD
Aloxxi is available in PA, Northern DE, Central & Southern NJ ONLY
Aloxxi
On Trend Styling
ALX-19-RCK
BUY 3, GET 1 FREE!
$13.00 value
$3.16
$
30.00 kit
$41.08 value
SAVE
23%
ALX-12-SC100
$9.47
ALX-19-BDCK
1 oz. with purchase
of Weightless
Styling
Gelèe
5.07 oz.
•Provides light style control for soft,
manageable locks
•Hydrating cream nourishes hair, smoothes
frizz and flyaways, and imparts shine
without weighing hair down
Includes:
1 Chroma 8K Don’t Prosciutto the Messenger
1 Chroma 7R Michaelangelo’s Passion
1 Chroma 6XR Red-y for a Renaissance
1 Blue Lightener 1 oz.
SAVE
1 Crème Developer 20V 16.9 oz.
1 Colour Prime 1.5 oz.
27%
1 ColourLock 1.5 oz.
1 Color Tint Brush
1 Paper Swatch
Chart and
Technique
Brochure
$
FREE Styling Cream
NEW! Styling Cream
Red
TRU SAVINGS
Aloxxi Color Kits
ALX-21-SCD
KERATIN COMPLEX PRODUCTS ARE
GETTING A BRAND NEW LOOK,
WHILE STILL DELIVERING THE SUPERIOR
RESULTS YOU’VE COME TO EXPECT
Purchase:
6 Keratin Care Shampoo 13.5 oz.
6 Keratin Care Conditioner 13.5 oz.
6 Keratin Color Care Shampoo 13.5 oz.
6 Keratin Color Care Conditioner 13.5 oz.
Receive FREE:
1 Keratin Color Care Shampoo 33.5 oz.
1 Keratin Color Care Conditioner 33.5 oz.
$
SAVE
13%
240.00 deal
$277.00 value
KCX-21-CUYA
Brighter Blonde
Purchase:
2 It’s A Blonde Thing 1 lb. Tub
Receive FREE:
1Blondeshell
Shampoo
33.8 oz.
1Blondeshell
Conditioner
33.8 oz.
Timeless Color Deal
Purchase:
6 Timeless Color Fade-Defy Shampoo 13.5 oz.
6 Timeless Color Fade-Defy Conditioner 13.5 oz.
Receive FREE:
1 Timeless Color Fade-Defy Shampoo 33.8 oz.
1 Timeless Color Fade-Defy Conditioner 33.8 oz.
Hologram
Trend Promo
SAVE
23%
SAVE
47%
$
49.00 deal
$93.00 value
$
KCX-21-BBD
144.00 deal
$188.00 value
Purchase:
11 Pre selected
Kerahold Shades
Receive FREE:
1 Zero Lift
Developer 32 oz.
1 Kerahold 20Vol
Developer 32 oz.
1 1.0/1N Black
1 Swatchbook page
1 Trend Collection
Technique cards
3 Metal tube keys
$
KCX-21-TCCC
SAVE
39%
88.00 deal
$144.00 value
KCX-19-HTP
Keratin Complex is available in PA & Northern DE ONLY
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
29
COLORPROOF
SAVE
24%
SuperPlump Volumizing
Shampoo & LiftIt Foam
Mousse Duo
Purchase:
1SuperPlump Volumizing Condition 8.5 oz.
Receive FREE:
1UltraMarathon Firm Hold Hairspray 2 oz.
Purchase:
1 SuperPlump Volumizing Shampoo 10.1 oz.
Receive FREE:
1 LiftIt Foam Mousse 2 oz.
$
$
15.00 duo
Purchase:
4 CrazySmooth Anti-Frizz
Shampoo 10.1 oz.
Receive FREE:
1 CrazySmooth Anti-Frizz
Shampoo 25 oz.
OR
Purchase:
4 CrazySmooth Anti-Frizz
Condition 8.5 oz.
Receive FREE:
1 CrazySmooth Anti-Frizz
Condition 25 oz.
$
70.00 deal
$100.00 value
15.00 duo
$19.80 value
$19.80 value
CrazySmooth Savings!
SuperPlump Volumizing Condition
& UltraMarathon Strong Hold
Hairspray Duo
CPF-19-SS
SAVE
24%
CPF-19-FBF
SuperRich Rewards!
SAVE
30%
Purchase:
12 SuperRich Moisture
Shampoo 10.1 oz.
Receive FREE:
1 SuperRich Moisture
Shampoo 64 oz.
OR
Purchase:
12 SuperRich Moisture
Condition 8.5 oz.
Receive FREE:
1 SuperRich Moisture
Condition 64 oz.
$
CPF-21-CSLS, CPF-21-CSLC
NEW!
SAVE
22%
180.00 deal
$230.00 value
CPF-21-SRRS, CPF-21-SRRC
BUY THREE, GET ONE FREE!
TruCurl Curl Perfecting
Creme 5.1 oz. &
Anti-Frizz Oil
1.7 oz. Duo
NEW SIZE!
CrazySmooth Extreme
Shine Treatment Oil 1.7 oz.
Purchase:
3CrazySmooth Extreme Shine
Treatment Oil 1.7 oz.
Receive FREE:
1CrazySmooth Extreme Shine
Treatment Oil 1.7 oz.
Purchase:
1TruCurl Perfecting
Creme 5.1 oz.
Receive 50% OFF:
1TruCurl Anti-Frizz
Oil 1.7 oz.
SAVE
25%
SAVE
30%
$
18.25 duo
$24.00 value
28
$
CPF-19-CPCOD
34.50 deal
$46.00 value
Tru Beauty Concepts - Trusted, Respected, Unique
CPF-21-CSO17
Not all products available in all territories. Contact us for more information.
9
1-888-371-5040 | www.trubeautyconcepts.com
10
27
Z.ONE CONCEPT
NEW! Direct Color Cocktails
A conditioning hair color treatment for natural or color
treated hair
Purchase:
12 Whipped Cream 6.8 oz.
8 Conditioning Direct Color 6.8 oz.
Receive FREE:
1 Glistening Argan Oil 3.4 oz.
2 Cocktail Glass
2 Cocktail Stirrer
1 Cocktails Brochure
1 Cocktails Menu
1 Cocktails Mirror Cling
12 Client Cards for Color Refresh
SAVE
34%
$
199.00 deal
$291.90 value
MLK-21-DIRCK
...OR TRY
THE NEW ARGAN COCKTAIL TO COMPLETE THE TREATMENT
NEW! Argan Cocktail
A nourishing leave-in treatment for
incredible hydration and shine
Purchase:
12 Whipped Cream 6.8 oz.
Receive FREE:
3 Glistening Argan Oil 3.4 oz.
1 Cocktail Glass
1 Cocktail Stirrer
1 Cocktails Brochure
1 Cocktails Menu
NEW!
$
SAVE
32%
119.00 deal
$179.70 value
Available starting from JUNE
Natural Care Mask
MLK-21-ARGCK
Mini Color Maintainer
4 Delicious Masks with natural ingredients for
different hair types
Includes:
2Natural Care Milk Mask 12 x .52 oz.
2Natural Care Yogurt Mask 12 x .52 oz.
2Natural Care Cocoa Mask 12 x .52 oz.
2Natural Care Papaya Mask 12 x .52 oz.
2Natural Restructuring Mask Base 33.8 oz.
2Leave In Conditioner 11.8 oz.
1Milk_Shake Bowl/Brush/Whisk
1Cocktails Brochure
1Cocktails Menu
$
SAVE
21%
199.00 deal
$251.00 value
Natural Care Masks
4 NATURAL MASKS THAT ARE GOOD ENOUGH TO EAT!
SPECIFIC MASKS WITH NATURAL INGREDIENTS
FOR DRY AND DAMAGED, COLORED, COARSE OR FINE
AND DULL HAIR THAT REVITALIZE THE HAIR, GIVING IT
SOFTNESS, SHINE AND MANAGEABILITY.
Includes:
6Color Maintainer Shampoo 10.1 oz.
6Color Maintainer Conditioner 10.1 oz.
6Color Maintainer Shampoo 1.7 oz.
6Color Maintainer Conditioner 1.7 oz.
1Counter Display
1Milk_Shake Brochure
$
SAVE
23%
125.00 deal
$162.00 value
Our top-selling color maintainer shampoo and conditioner are
now available in travel sizes. So hang on to your display box
because you will need to refill it again and again.
TRAVEL SIZE RETAIL PRICE
MLK-21-NNM
26
Z.One is available in PA, NJ, DE ONLY
Tru Beauty Concepts - Trusted, Respected, Unique
$5.00
(REG. $9.00)
MLK-21-COLMD
Not all products available in all territories. Contact us for more information.
11
1-888-371-5040 | www.trubeautyconcepts.com
ROUNDTABLE
The Roundtable Challenge
CHALLENGE: How do you change a client’s hair color without changing their hair color?
Clients don’t always want to make the commitment to a color change, or spend an entire
day having a corrective color service. Sometimes the color is so extreme that it changing
the color is almost impossible or the integrity of the hair will suffer.
eternally beautiful hair
ANSWER: Extensions! Extensions offer more than a way to add length and volume; they
are also a fun hair color tool. It’s a quick and easy way to change your client’s color over
and over again without compromising the integrity of the hair.
Here we used Ombre as one example of how you can change a client’s look without using
haircolor. Deb has delicate hair that wouldn’t survive a lot of lightening. Alyssa had short hair
and direct dye that doesn’t lift easily. Kate already had an Ombre and wanted a little more
wow factor, without being lighter or darker or cutting her hair. Extensions made it easy to
change the look for all three of these clients without a color, or cut.
Gorgeous hair begins with a
nourished, healthy scalp. Plarmia’s
exclusive line of haircare products
uses high quality, botanical
ingredients coupled with brand new
technologies to alleviate scalp issues
and restore hair’s natural beauty, for a
lifetime of radiance and body.
JOIN THE
ROUNDTABLE!
The Beauty Industry is
constantly changing. It is
important as professionals
to keep our lines of
communication open.
The Roundtable offers
the opportunity to
engage in an open
dialogue with your fellow
salon professionals!
DEB
We are here to assist
Created using:
2 HotHeads 10-12” 20 pc. packs
• HotHeads #4
• HotHeads #5
1 HotHeads 14-16” 20 pc. pack
• HotHeads Ombre #8/#23
and help you grow your
knowledge of the beauty
Industry. Whether you
Before
After
CLEAR SPA FOAM
are behind the chair
or in the back office,
email your question
to us at: roundtable@
trubeautyconcepts.com.
Deep cleansing scalp shampoo
ALYSSA
17 0 g 6 .0 o z . N e t Wt. $ 1 4 ea.
Created using:
2 HotHeads 14-16“ 20 pc. packs
• HotHeads Ombre #23/#613
1 HotHeads 14-16” 6 pc. mini pack
• HotHeads #613
Colored with Deposit Only
Sparks Hair Color “Pink Kiss”
MOISTURE
LIFTER
R e j u ve n a t i n g d a i l y s c a l p m o i s t u r i z e r
1 0 0 m l 3 .4 fl. O z . $ 1 6 ea.
We will answer your
question, and who knows,
it may be selected as
Before
Before
the next topic in HOPE
After
Essentials Roundtable!
KATE
Created using:
1 HotHeads 10-12” 20 pc. pack
• HotHeads #4
2 HotHeads 14-16” 20 pc. packs
• HotHeads #24
• HotHeads #27
INTRODUCTION SPECIAL, get the Starter Kit for $104
Before
After
PURCHASE: 4 Clear Spa Foam . 3 Moisture Lifter
FREE: 1 Moisture Lifter . 1 Product Display* . 1 Shelf Talker*
*1 Product Display & 1 Shelf Talker per salon. Available while supplies last.
MLB-19-PSK
Beautiful Hair, Beautiful People
12
25
MILBON | ALFAPARF
ROUNDTABLE
TRU SAVINGS
HOPE ESSENTIALS
1-888-371-5040 | www.trubeautyconcepts.com
LINKAGE MEU
In-Salon Smoothing Therapy
OMBRE
Immediately transforms hair silky, soft, and smooth
BENEFITS
.
.
.
.
.
.
Ombre color is a trend that can be worn by almost anyone. Ombre is graduation of tones
that fade from dark to light. The look was first flaunted on the runways, and over time has
trickled down to the masses. Depending on the look you’re going for, ombre hair can be
Instant Gratification
Results Last for 5 Weeks
Quick Service
Works for All Hair Types
No Heat Processing
Free of Harsh Chemicals
incredibly dramatic or incredibly soft.
Neu Due
Shampoo &
Treatment
HOMECARE
STARTER KIT $253.00 (you save $49)
Step
Step
Step
Step
1:
2:
3:
4:
MLB-21-LMSK
1 Refill Bag + 1 Empty Pump for all 3 formulations (fine / normal / coarse)
2 Refill Bags + 1 Empty Pump (Step 2 is universal for all 3 formulations)
1 Refill Bag + 1 Empty Pump for all 3 formulations (fine / normal / coarse)
10 homecare packs for all 3 formulations (fine / normal / coarse)
Milbon is Japan’s no.1 professional haircare brand whose sole mission
is to provide helpful tools for stylists worldwide.
facebook/milbon.us
Beautiful Hair, Beautiful People
ESTASI
TECHNIQUE
Inphenom
Professional In-Salon Treatment
Beautiful Hair, Beautiful People
Restores moisture & maintains vibrant
tones after color services
Celebrity hair, fashion, or a simple
sunset can serve as inspiration for your
interpretation of Ombre.
STARTER KIT
Includes:
5-step treatment
Homecare packs
Accessories
$210.00 KIT
24
MLB-21-ISK
APF-21-ETD
Leave-in treatment that
nourishes & reconstructs hair
for easy styling
Revolutionary protein-based
volumizing spray
Volumizer, 4.2 oz.
STARTER KIT
STARTER KIT
$170.00 KIT
$65.00 KIT
MLB-21-ESK
MLB-21-VMSK
$204.00 value
243.00 deal
$259.00 value
Volume Mist
Includes:
6 Elujuda FO
6 Elujuda MO
$
$298.50 value
Elujuda FO & MO
Styling Oil, 4.1 oz.
Purchase:
36 EOC Tubes of Color
(Cube or Colorwear)
Receive FREE:
2Oxid’o
2 EOC Cube 6.5 Dark
Mahogany Blonde
2 EOC Cube 000SSS
Lifting Reinforcer
1 SDL Strong Hold Hairspray
1 Estasi Technical Card
Includes:
6 Volume Mist
$78.00 value
SAVE
19%
BUY 1, GET 1 FREE!
Supermeches Bleach
Purchase:
1 Supermeches Bleach (Your Choice)
Receive FREE:
1 Supermeches Bleach (Same Item as Purchased)
$
SAVE
50%
22.00-$24.00 each
$44.00-$48.00 value
Alfaparf is available in PA, Central & Southern NJ, Northern DE ONLY
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
13
tru
reviews
1-888-371-5040 | www.trubeautyconcepts.com
tru
reviews
1. IT’S A 10 MIRACLE TEXTURE
FIBER 3.4 oz. ($10.53 ea.)
This non-greasy, humidity
resistant texturizer, controls
your style when it’s out
of control.
TRUBEAUTY’S
SUMMER BEACH BAG
MUST-HAVES
SAVE
22%
2
1
3
4
5
6
3. MILK_SHAKE LEAVE IN
CONDITIONER 11.8 oz.
($10.00 ea.)
Detangles, de-frizzes, smells
great, and protects color
from sun damage. After
the beach it smooths and
moisturizes hair and soothes
sun burned skin.
PHOTO COURTESY OF BERLYNN PHOTOGRAPHY
PURCHASE OUR 6
FAVORITE BEACH BAG
ITEMS & RECEIVE A FREE
TRUBEAUTY BEACH BAG!
2. BLOWPRO FAUX DRY™
DRY SHAMPOO 1.7 oz.
($10.53 ea.)
A must-have for fresh hair.
This fragrance free formula
removes oil and build up
without water after a long
day of sweating in the heat.
4. KEUNE SUN SUBLIME
OIL 4.2 oz. ($11.58 ea.)
Gives hair and skin a little
extra glow. Provides sun
and frizz protection without
feeling oily or heavy.
5. COLORPROOF CLEARITUP™
DETOX SHAMPOO 10.1 oz.
($15.79 ea.)
Cleanses hair of salt, chlorine
and sweat while protecting
your color from the harmful
effects of the sun.
6. COLORPROOF
HUMIDITYRX™ ANTI-FRIZZ
WEATHERPROOF SPRAY
5 oz. ($13.16 ea.)
The name says it all; locks
out humidity and keeps the
frizzies away.
PROMO PRICE:
$67.50
VALUE: $86.59
TRU-21-MJBBG
32
14
23
tru
reviews
MOROCCANOIL | NEUMA
STYLE YOUR SUMMER
tru
BUY 5 SHAMPOOS AND CONDITIONERS &
RECEIVE A CORRESPONDING MASK FREE!
1. IT’S A 10 MIRACLE TEXTURE
FIBER 3.4 oz. ($10.53 ea.)
This non greasy, humidity
resistant texturizer, controls
your style when it’s out
of control.
SAVE
up to
16%
TRAVEL SIZES FOR EVERY TRIP!
Colorproof
Duos 2 oz.
Colorproof
Hairsprays
2 oz.
SAVE
28%
Choose from:
• TruCurl Duo
1 Shampoo 2 oz.
1 Condition 2 oz.
OR
•CrazySmooth Duo
1 Anti-Frizz Shampoo 2 oz.
1 Anti-Frizz Condition 2 oz.
$
$
CPF-21-SMOD2, CPF-21-CURD2
Neuma
reNeu Tangle Me
Free 2.5 oz.
Keune
So Pure Argan
Oil 10 ml
SAVE
50%
$
2.00 ea.
2.50 ea.
NEU-03-TANG2
KSP-03-AROL.
Available in PA, Southern NJ, Northern DE ONLY
WHILE SUPPLIES LAST!
Conair
Baby Bird Mini
Travel Dryer
• Quiet, light, powerful
& folding handle
• 2 heat/speed
settings
• Concentrator nozzle
• 800 watt, dual
voltage, compact
for travel
• Ceramic technology, 1 year warranty
Moroccanoil
SAVE
Extra Volume
20%
Shampoo &
Conditioner 2.5 oz.
Travel Duo
Contains
antioxidant argan
oil and nutrients to
revitalize, cleanse,
detangle, and
bring back body
$
18.99 ea.
8.00 duo
$10.00 value
CON-09-BABY
MOO-21-VLTVD
Available in PA ONLY
Available in PA, NJ, DE ONLY
Aloxxi 1.5 oz.
Hydrating Travel Duo
WHILE SUPPLIES LAST!
OPI Tiny Treats
Includes:
1Hydrating
Shampoo
1.5 oz.
1Hydrating
Conditioner
1.5 oz.
2.95 duo
$
ALX-21-HD2
Keratin Complex
Blondeshell on the
Go Kit
SAVE
51%
Includes:
1 Straight Day 2 oz.
1 Blondeshell Shampoo 2 oz.
1 Blondeshell Conditioner 2 oz.
1 Dry Shampoo for Blondes 9 g
$
12.95 kit
$26.50 value
Volume
Hydration
5 Moisture Repair
Shampoo 8.5 oz.
5 Moisture Repair
Conditioners 8.5 oz.
Receive FREE:
1Restorative
Hair Mask 8.5 oz.
5 Extra Volume
Shampoo 8.5 oz.
5 Extra Volume
Conditioner 8.5 oz.
Receive FREE:
1 Weightless Hydrating
Mask 8.5 oz.
5Hydrating
Shampoo 8.5 oz.
5Hydrating
Conditioner 8.5 oz.
Receive FREE:
1 Intense Hydrating
Mask 8.5 oz.
$
111.50 kit
Available PA and Northern DE ONLY
$7.50 value
Blow
TextStyle Dry
Texturizing
Spray 1.6 oz.
Quick-dry dispense
provides dramatic
definition that works
to not only build
desired texture, but
controls grease and
oil buildup
3.00 ea.
$4.75 value
BHC-12-BFM3
$
122.50 kit
Includes:
$
111.50 kit
$143.50 value
$128.80 value
MOO-21-MJREP
MOO-21-MJVOL
MOO-21-MJHYD
2
Purchase:
2neuMoisture Shampoo 2.5 oz.
2neuMoisture Condition 2.5 oz.
2neuVolume Shampoo 2.5 oz.
2neuVolume Conditioner 2.5 oz.
2reNeu Shampoo 2.5 oz.
2reNeu Condition 2.5 oz.
2reNeu Tangle Me Free 2.5 oz.
2neuStyling Mousse 1.7 oz.
2neuStyling Blow Dry Lotion 2.5 oz.
$
125.00 deal
3. MILK_SHAKE LEAVE IN
2neuStyling
Extender 2.5 oz.11.8 oz.
CONDITIONER
2neuStyling Smooth Creme 2.5 oz.
($10.00
2neuStyling Gelee ea.)
2.5 oz.
Detangles,
2neuStyling
Clay .25 oz.de-frizzes, smells
2neuRepair
Argan
Oil 2.5
oz.
great,
and
protects
color
Receive FREE:
from
sun
damage.
After
1 neuRepair Argan Oil 6.8 oz.
the beach it smooths and
moisturizes hair and soothes
sun burned skin.
SAVE
4. KEUNE SUN SUBLIME
15%
OIL 4.2 oz. ($11.58 ea.)
$147.50 value
NEU-21-BEATG
Gives hair and skin a little
extra glow. Provides sun
and frizz protections without
feeling oily or heavy.
1
OPI-19-SRCD1
$
KCX-19-BOTG
4.99 kit
Includes:
$133.00 value
LIMITED EDITION MOROCCANOIL
TREATMENT PROMOTION
Includes:
1 Chip Skip 1/8 oz.
1 Original Nail Envy 1/8 oz.
1 RapiDry Top Coat 1/8 oz.
1 Expert Touch Lacquer Remover 1 oz.
1 Expert Touch Nail Wipes 25 pack
$5.00 value
Available in PA, Northern DE,
Central & Southern NJ ONLY
Repair
SAVE
33%
SAVE
41%
$
3.00 ea.
FREE neuRepair 8.5 oz. With Purchase Of
Beauty To-Go Countertop Display
Includes:
MLK-03-ITT1
CPF-05-FLXH2, CPF-05-STRH2
SAVE
38%
$4.00 value
$4.00 value
$
• Ideal for all
hair types
•Helps preserve
color while adding
lightweight
moisture and
conditioning
SAVE
45%
$5.50 value
$4.80 value
$9.60 value
$
$
2.95 ea.
2. BLOWPRO FAUX DRY™
DRY SHAMPOO 1.7 oz.
($10.53 ea.)
A must-have for fresh hair.
This fragrance free formula
removes oil and build up
without water after a long
day of sweating in the heat.
Milk_Shake
Integrity Intensive
Treatment 1.7 oz.
• Seals the cuticle
and gives
softness, shine and
detangles the hair
while preserving
the integrity of
hair color
•Deeply nourish
the hair and
eliminate frizz
Choose from:
• AllAround
Hairspray 2 oz.
•UltraMarathon
Strong Hold
Hairspray 2 oz.
6.95 duo
• Protects hair against
UV damage,
external influences
and heat styling
•Eliminates frizz, locks
out humidity and
conditions hair
SAVE
39%
TRU SAVINGS
reviews
SAVE
18%
4
The neuMoisture
Spa Experience
3
Purchase:
1neuMoisture Intensive
Masque 5.2 oz.
Receive FREE:
1neuRepair
Argan Oil 2.5 oz.
$
5
SAVE
41%
5. COLORPROOF CLEARITUP™
DETOX SHAMPOO 10.1 oz.
($15.79 ea)
Cleanses hair of salt, chlorine
and sweat while protecting
your color from the harmful
effects of the sun.
17.50 deal
$29.50 value
SAVE
37%
NEU-19-MOISE
6Moroccanoil
Treatment Home
& Travel Duo
Includes:
1Moroccanoil
Treatment 3.4 oz.
1Moroccanoil
Treatment .85 oz.
$
Moroccanoil
Treatment Light
Home & Travel Duo
Includes:
1 Moroccanoil Treatment
Light 3.4 oz.
1 Moroccanoil Treatment
Light .85 oz.
24.50 duo
$
24.50
$29.80 value
duo
$29.80 value
MOO-19-HTDU
MOO-19-HTDUL
The neuSmooth
Spa Experience
SAVE
38%
6. COLORPROOF
HUMIDITYRX™ ANTI-FRIZZ
WEATHERPROOF SPRAY
5 oz. ($13.16 ea.)
The name says it all; locks
out humidity and keeps the
frizzies away.
Purchase:
1neuSmooth Revitalizing
Masque 5.2 oz.
Receive FREE:
1neuRepair
Argan Oil 2.5 oz.
$
20.00 deal
$32.00 value
NEU-19-SMOSE
Moroccanoil available in PA ONLY
22
Tru Beauty Concepts - Trusted, Respected, Unique
Neuma available in PA, Southern NJ & Northern DE ONLY
Not all products available in all territories. Contact us for more information.
15
33
1-888-371-5040 | www.trubeautyconcepts.com
16
PURE BLENDS
21
1-888-371-5040 | www.trubeautyconcepts.com
TRU CONVERSATION
BECOME AN EDUCATOR
FOR TRU BEAUTY CONCEPTS
At Tru Beauty Concepts we are constantly
inspired by the Educators we work with. Their
dedication to the craft, curious minds, creative
thoughts and desire to share and learn is
true beauty.
• ARE YOU EXCEPTIONAL AT YOUR CRAFT?
• DO YOU POSSESS THE DRIVE TO ELEVATE
YOUR CAREER?
• DO YOU DESIRE TO SHARE YOUR VISION
WITH YOUR PEERS?
Join us if you:
• Love to learn, grow, share, and help others
• Possess thorough knowledge of the subject
matter you wish to teach
• Currently use the product line you would like
to represent
• Are licensed by the state in which you reside
• Have a valid driver’s license and reliable
means of transportation
EXPLORE
THE OPPORTUNITIES!
you love
e
f
i
l
e
h
e!
Live t
e you liv
f
i
l
e
h
t
Love
GEORGE SCHAEFFER
As the Founder of OPI, George W. Schaeffer’s passion for color
built the Professional Nail Care Industry. Now, he is creating a new
blueprint for the Professional Hair Industry with Aloxxi Professional
Hair Colour and Care. Addressing a need, Schaeffer offers his color
acumen, dedication to product breakthroughs that challenge
traditional thinking, and a promise to bring personal relationships back
to the industry.
GS: I bought Aloxxi because I wanted to continue my passion for
the color business and create an exceptionally good product that
delivered what the hairdresser needs.
GS: Change is hard; it takes you out of your comfort zone. Changing
one’s hair color isn’t as simple as changing one’s polish. One of the
biggest challenges has been getting hairdressers to take a chance
on something new. They don’t want to risk disappointing their
customers so they tend to stick to what they know. We have had to
adapt to that reluctance to change, it is why we have invested so
heavily in education this past year. Our focus has been on making
stylists comfortable with changing their clients’ color so that change is
fun, easy, and inspiring. When you give people the tools they need,
change becomes an opportunity to grow, professionally
and financially.
TRU: Where did Aloxxi’s four F’s, Fashion, Food, Fun, and Family
come from?
TRU: You are reinventing Aloxxi’s image. What advice do you have
for a salon or stylist trying to reinvent their business?
GS: From me. In my life, following these four F’s has led to success
and happiness. I grew up in the Fashion industry and have always
been aware of its power to change someone’s look and outlook.
Food is just a basic, I believe you can’t underestimate the power of a
good pizza. It goes a long way. I always try to have FUN in whatever
I am doing. And above all else, Family is the most important thing
we have and should always put it ahead of our work. I have been
blessed with a great family, and to be a part of the Professional
Beauty Family for many years!
TRU: What are the trends that you see happening in the
salon industry?
TRU: With OPI, you built a hugely successful company. Why did
you want to purchase Aloxxi at this stage in your life?
TRU: A client walks into a salon wanting to get her hair colored.
She has no idea what Aloxxi hair color is and how it is different from
any other brand of hair color. How can a stylist easily leverage the
concept of color personalities to instantly gain brand loyalty to Aloxxi
and the salon?
GS: The first step is taking out our consultation book. By showing
clients the endless color options and demystifying the color process
for the client we are helping to strengthen the relationship. Today’s
consumer is interested in facts. Telling the client what is being used
on their hair is a critical component in building a strong relationship
between colorist and client. I think of it like cooking, you need
great ingredients but also a great chef. My goal is to help clients
understand the power of not just our product, but of the
professional hairdresser.
TRU: Why do you believe the “Color Personality” concept will resonate
with consumers and stylists?
PLEASE CONTACT:
Christie Baxter, Education Manager
ChristieB@TruBeautyConcepts.com
215-322-6716 x117
20
Tru Beauty Concepts - Trusted, Respected, Unique
TRU: You’ve owned Aloxxi for a few years now, how is it different than
you expected and how have you had to adapt?
GS: I believe in the Color Personality concept for the same reason I
believed in the power of knowing the color on your nails; it allows the
client to be knowledgeable and invested in their service. Knowing
your Color Personality creates brand loyalty, not just to the product
but to the salon that provides the service. For the hairdresser,
informing the customer of what their Color Personality is and having
them ask for it only strengthens the relationship. It also enables us
to drive customers to Aloxxi salons through our advertising, public
relations and social media campaigns; we are committed to helping
salons increase their business!
GS: The best advice I could give someone is not to be afraid to
try new things. So try Aloxxi! The next best piece of advice would be
not to be guided by price alone. Customers come to you for a great
service. Their number one concern is the experience they will receive,
that you create, not the price. If you deliver a professional quality
service, customers will pay what you deserve to charge.
GS: Consumers are more educated and information is so much
more readily available than in the past. Consumers want quick, easy
and less expensive beauty solutions and think they can learn how to
do everything themselves on the internet. It is our job to meet their
needs and offer transparency, which is what we are trying to do. By
educating the consumers about the power of professional color and
the professionals who apply it, we hope to change the tide.
TRU: Successful businesses need to evolve and adapt, how do you
manage to keep your business current?
GS: We spend a lot of time listening to our customers and the
consumers they serve to better understand current trends and gaps
in the market. We use that information to seek out new technologies,
and create innovative new products that will then meet the needs of
both stylists and their clients.
TRU: When you Google the name George Schaeffer the search results
bring up OPI and your contributions to the nail/beauty industry. Now
that you’re involved in the hair color business what would you like it to
say regarding Aloxxi and your contributions to hair color?
GS: I would love to see it say that I created an iconic brand and
helped grow the Professional Beauty Industry and the businesses of
hairdressers globally.
Tru Beauty Concepts - Trusted, Respected, Unique
17
CLASS AND WILL BE EMAILED
TO YOU A FEW DAYS BEFORE
THE CLASS
CUTTING CLASSES
• 12 Clips
•Shear
• Texturizing Shear
•Razor
• Cutting Comb
• Wide Tooth Comb
• Styling Brushes
• Flat Iron
• Blow-dryer w/ nozzle
• Spray Bottle
STYLING CLASSES
• 12 Clips
• Rattail Comb
•Hairpins
• Pin Curl Clips
• Elastic Bands
• Teasing Brush
• Styling Brushes
• Curling Iron
• Flat Iron
• Blow-dryer w/nozzle
NAIL CLASSES
•Files
• Orangewood Stick
• Cuticle Nippers
• Nail Clippers
• LED Light - Gel Color class
COLOR CLASSES
•Apron
• 12 Clips
• Rattail Comb
• Cutting Comb
•Shears
• Styling Brushes
•Blow-dryer
• Flat Iron
HOTHEADS/HAIR WEAR
• 12 clips
• Tail Comb
• Flat Iron
MAKEUP CLASSES
• Makeup Brushes
• Individual & Strip Lashes
• Eyelash Glue & Curler
•Tweezers
• Brow Scissors
• Makeup Kit
(Including: foundations,
concealers, powders,
primers, eye shadow
palette, eye liners,
mascaras, lip liner and
color, and brow color)
•Moisturizers
MAY
MAY cont.
JUNE cont.
JUNE cont.
MISAEL ART OF COLOR #2 with Misael Aponte
KERATIN COMPLEX - COLOR THERAPY HANDS-ON
COLOR WORKSHOP with Deb Gavin
KERATIN COMPLEX - SMOOTHING CERTIFICATION
HOPE ESSENTIALS - VINTAGE TRENDS
After experiencing Misael Aponte’s unique color
placement technique Veils, Curtains & Drapes™, expand
your knowledge with even more complex and elaborate
designs to address ANY hair cut! With a strong focus
on art, Misael’s 2-day hands-on Class #2 dives even
deeper into his advanced color placement methods and
teaches you to truly create “Wearable Art” for your
Salon clients using hair color. Class #1 is a pre-requisite
to taking Class #2.
Sun./Mon., May 4 & 5
10am - 5pm
$495.00
NEUMA - RED CARPET READY:
SPECIAL OCCASION WORKSHOP
Re-align your “beliefs” about “hair dressing”, as well
as what it means to be a successful stylist today. Red
Carpet Ready will break down hairdressing into its
simplest form by using traditional finishing techniques.
Neuma styling product will help you to manipulate
and form a finished look as well as, give you a clean
nonstick finish. When utilizing these techniques, your
creativity will soar. There is an evolution constantly
happening within the beauty industry. It is our job to stay
on top of the trend. Let Neuma show you how to create
neu- designs trends for your clients. Includes mannequin
and lunch. Please bring: Blow Dryer, Round Brushes,
Small-Medium-Large Curling Irons, Flat Iron,
Tail Comb.
Monday, May 12
10am - 3pm
Attendees will learn how to perform a superior brow
wax service and gain a better understanding of: Facial
Structure, Open and narrow the face, Sanitation,
Techniques of application and removal, Brow waxing
do’s & don’ts. Includes GiGi Brow Waxing Starter Kit
($49.95 value).
10am - 12pm
$45.00
Attendees will learn how to perform a superior Brazilian
wax service and how to utilize hard wax. This workshop
will fine tune your skills in hard wax, boost your salon
income and client retention. This is a hands on class
and a model will be provided. If you would like to
participate in receiving a wax, It is recommended to
arrive with some facial or underarm hair. Body hair
should be at least be ¼” long.
SMOOTHING/
STRAIGHTENING CLASSES
• Demo- None Needed
1pm - 4pm
10am - 3pm
$125.00
Its the time of year to come back to life and freshen
up your clients look! Help shake off the winter blues
with fresh cuts and vivacious color. Join the Gratitude
Education team as we go through the current trends and
styles to help your guests get the amped up new look that
the season demands. Includes mannequin.
Monday, May 19
10am - 4pm
$
$150.00
HOTHEADS - HAIR EXTENSION CERTIFICATION
$
$45.00
Get certified in HotHeads. Imagine all you need to
increase revenue in your salon is a clip & a comb! Let
the people who revolutionized hair extensions teach you
how to apply a full head of hair extensions in under an
hour! Learn how to add volume, length and color effects
by utilizing our seamless, 100% Remy Human hair
extensions. No heat, no tools, no damage.
Sunday, June 1
Sunday, June 1
9am - 12pm
1pm - 4pm
$ $99.00
$ $99.00
KERATIN COMPLEX - GLYCOLIC CERTIFICATION
$
Sunday, June 1
Get certified by the industry leader in smoothing! Same
day styling. Same day smooth. Spend the day with
Keratin Complex and learn all about the Advanced
Glycolic Smoothing System, our newest way to smooth!
Features include: Rinses out immediately, Offers sameday styling for the client, Benefits the scalp by reducing
flaking and dryness, One formula for all hair types,
Ideal for highly textured hair, Seamlessly blends the
line of demarcation on previously relaxed or chemically
straightened hair, Results last up to three months.
Education investment applied toward Keratin Complex
product. Hurry! Class is limited to stylists only.
Sunday, June 1
9am - 12pm
1pm - 5pm
$$25.00
RI CI CURLY HAIR CUTTING AND STYLING CERTIFICATION TRAINING
$
In this full day, hands-on workshop, Ricky Pennisi, Ri Ci founder and
curly hair master artist, comes to HOPE to train and certify in the art
of curly hair cutting and styling. Attendees will learn how to achieve
optimal client satisfaction and retention by gaining knowledge, skills
and expertise in the craft. Become a certified Ri Ci curl expert!
Monday, June 2
SPRING BACK WITH GRATITUDE SALON EDUCATION
JUNE
HOPE ESSENTIALS - BRAZILIAN & LOWER BODY WAXING
Monday, May 12
Sunday, May 18
$
$100.00
HOPE ESSENTIALS - BROW WAXING
Monday, May 12
Deb Gavin has been with Keratin Complex since
inception of Color Therapy. She has created two very
successful signature color campaigns that have graced
the covers of Modern Salon and The Colorist magazines.
Join Deb for a hands-on journey that will take you through
these popular color looks from start to finish. You will
discover how to create formulas from a more artistic
perspective and incorporate these concepts on a daily
$basis. Bringing new ideas back to your salon takes more
than just the technical skills. Learn how to communicate
effectively with your clients to introduce them to new
techniques, keep them happy, and take control of your
career. By the end of this program you will have new
tools to reinvent your work and feel your
creativity ignited.
Get certified by the industry leader in smoothing! Same day styling.
Same day smooth. Spend the day with Keratin Complex and get to
know our award-winning Natural Keratin Smoothing Treatment! Keratin
Complex Natural Keratin Smoothing Treatment is a professional keratin
treatment that penetrates the cuticle to reduce frizz and curl. Makes
hair smoother and healthier with each treatment, repairs damage and
blocks the effects of humidity to prevent frizz, cuts styling time and
allows for easier blow-drying, and locks in color services for more
vibrant and intense color results. Results last up to five months.
10am - 3pm
$$250.00
HOPE ESSENTIALS - FOILING ESSENTIALS
$
This two day highlighting course will both motivate and challenge
students to take their foiling techniques to the next level. Lead by
Master Educator Melissa Johnson and Team HOPE, students will
develop their foiling methods by focusing on head shape, hair cut
and texture, as well as ability to translate a photograph into reality by
creating their own highlighting patterns, based on mastering of foiling
mechanics. Students will experience in depth theory classes geared
to mastering the mechanics of foiling, inspirational demonstrations
providing detailed step by step approaches and two stimulating handson sessions daily. (Class is open to all licensed colorists.)
Monday, June 9
10am - 4pm
$150.00
A lot of hairstyles that are “new” today are actually re-runs of old hair
fashion. Some are significant variations of old styles; whereas others
are virtual copies. Vintage styling is a popular trend and continues to
be the foundation of most styles.
Vintage Trend 1: In this hands-on workshop you will learn how to create
hairstyles from the 1920’s and1930’s by learning traditional setting
techniques you can be innovative, creative and put a modern twist on
classic vintage looks.
Vintage Trend 2: During the 1940’s - 1950’s hair became even more
glamorous. Learn how to create a complete 1940’s - 1950’s vintage
look by using traditional and advanced iron setting techniques.
Sunday, June 22
Sunday, June 22
Braids are now becoming the hairstyle of choice among trendy and
sophisticated women. No matter what age, a simple braid can help
to enhance your look. In this class you will learn how to incorporate
braids into everyday styling or a special occasion. This new braid
experience is filled with great techniques that will help you produce a
look in minutes. Attendees will learn: French braid into fishtail (The
Venus Hippie), Full Halo Braid (Top of the World), 2 Flat Braids (Twin
Falls) and French Bang (Not LC but 2 Hilary).
Monday, June 23
10am - 4pm
$
$50.00
9am - 12pm Braid Trend 1
HOPE ESSENTIALS - BRAID TREND 2
Braids are now becoming the hairstyle of choice among trendy and
sophisticated women. No matter what age, a simple braid can help
to enhance your look. In this class you will learn how to incorporate
braids into special occasion looks. This new braid experience is filled
$with great techniques that will help you produce braided updos in
minutes.
Fight frizzy, unruly hair. Milbon Straight Liscio is a versatile smoothing
system that maintains the health and integrity of hair while making it
more manageable, giving outstanding texture and shine. Join us for
a demonstration of smoothing technique using Milbon’s Liscio System.
First time seminar attendees will receive LISCIO certification upon
completion. Cost includes LISCIO Kit.
Monday, June 9
$
$75.00
$75.00
$
HOPE ESSENTIALS - BRAID TREND 1
Monday, June 23
MILBON CERTIFICATION
9am - 12 pm Vintage Trend 1
1pm - 5pm Vintage Trend 2
EDUCATION CALENDAR
TOOL
LISTS
TOOLS NEEDED MAY VARY BY
$
$75.00
1pm - 4pm Braid Trend 2
$
COLOR
$$150.00
NAILS/SKIN
BUSINESS
STYLING
CUTTING
CERTIFICATION
PRODUCT CLUB - HIGHLIGHTING BETWEEN THE LINES BALAYAGE PROGRAM
Product Club strives to give the color specialist a balanced and varied
approach to hair color. Our objective is to stimulate thoughts of doing
things differently. Haircolor application should be approached with a
multi-faceted repertoire of solutions. Our Highlighting Between the Lines
class will help you choose a way to make your vision happen. We will
encourage you not to “think outside the box, but to think like there’s
no box at all”. Only then we believe can you offer your clients truly
individualized color and style. In this class, you will learn haircolor
techniques from our new DVD collection including a Balayage
Technique which is becoming increasingly popular. Join us for this
class and return to the salon inspired with great, new ideas.
Monday, June 16
10am - 4pm
$250.00
$
$ $25.00
To register for classes, please visit
www.trubeautyconcepts.com OR call 888.371.5040 x102
All classes will be held at:
TruBeauty Concepts | 109 Street Road | Southampton, PA 18966
18
Tru Beauty Concepts - Trusted, Respected, Unique
Home of Professional Education
All sales are final. Schedule & classes are subject to change.
Visit www.trubeautyconcepts.com for the most updated list of classes & availability.
19
CLASS AND WILL BE EMAILED
TO YOU A FEW DAYS BEFORE
THE CLASS
CUTTING CLASSES
• 12 Clips
•Shear
• Texturizing Shear
•Razor
• Cutting Comb
• Wide Tooth Comb
• Styling Brushes
• Flat Iron
• Blow-dryer w/ nozzle
• Spray Bottle
STYLING CLASSES
• 12 Clips
• Rattail Comb
•Hairpins
• Pin Curl Clips
• Elastic Bands
• Teasing Brush
• Styling Brushes
• Curling Iron
• Flat Iron
• Blow-dryer w/nozzle
NAIL CLASSES
•Files
• Orangewood Stick
• Cuticle Nippers
• Nail Clippers
• LED Light - Gel Color class
COLOR CLASSES
•Apron
• 12 Clips
• Rattail Comb
• Cutting Comb
•Shears
• Styling Brushes
•Blow-dryer
• Flat Iron
HOTHEADS/HAIR WEAR
• 12 clips
• Tail Comb
• Flat Iron
MAKEUP CLASSES
• Makeup Brushes
• Individual & Strip Lashes
• Eyelash Glue & Curler
•Tweezers
• Brow Scissors
• Makeup Kit
(Including: foundations,
concealers, powders,
primers, eye shadow
palette, eye liners,
mascaras, lip liner and
color, and brow color)
•Moisturizers
MAY
MAY cont.
JUNE cont.
JUNE cont.
MISAEL ART OF COLOR #2 with Misael Aponte
KERATIN COMPLEX - COLOR THERAPY HANDS-ON
COLOR WORKSHOP with Deb Gavin
KERATIN COMPLEX - SMOOTHING CERTIFICATION
HOPE ESSENTIALS - VINTAGE TRENDS
After experiencing Misael Aponte’s unique color
placement technique Veils, Curtains & Drapes™, expand
your knowledge with even more complex and elaborate
designs to address ANY hair cut! With a strong focus
on art, Misael’s 2-day hands-on Class #2 dives even
deeper into his advanced color placement methods and
teaches you to truly create “Wearable Art” for your
Salon clients using hair color. Class #1 is a pre-requisite
to taking Class #2.
Sun./Mon., May 4 & 5
10am - 5pm
$495.00
NEUMA - RED CARPET READY:
SPECIAL OCCASION WORKSHOP
Re-align your “beliefs” about “hair dressing”, as well
as what it means to be a successful stylist today. Red
Carpet Ready will break down hairdressing into its
simplest form by using traditional finishing techniques.
Neuma styling product will help you to manipulate
and form a finished look as well as, give you a clean
nonstick finish. When utilizing these techniques, your
creativity will soar. There is an evolution constantly
happening within the beauty industry. It is our job to stay
on top of the trend. Let Neuma show you how to create
neu- designs trends for your clients. Includes mannequin
and lunch. Please bring: Blow Dryer, Round Brushes,
Small-Medium-Large Curling Irons, Flat Iron,
Tail Comb.
Monday, May 12
10am - 3pm
Attendees will learn how to perform a superior brow
wax service and gain a better understanding of: Facial
Structure, Open and narrow the face, Sanitation,
Techniques of application and removal, Brow waxing
do’s & don’ts. Includes GiGi Brow Waxing Starter Kit
($49.95 value).
10am - 12pm
$45.00
Attendees will learn how to perform a superior Brazilian
wax service and how to utilize hard wax. This workshop
will fine tune your skills in hard wax, boost your salon
income and client retention. This is a hands on class
and a model will be provided. If you would like to
participate in receiving a wax, It is recommended to
arrive with some facial or underarm hair. Body hair
should be at least be ¼” long.
SMOOTHING/
STRAIGHTENING CLASSES
• Demo- None Needed
1pm - 4pm
10am - 3pm
$125.00
Its the time of year to come back to life and freshen
up your clients look! Help shake off the winter blues
with fresh cuts and vivacious color. Join the Gratitude
Education team as we go through the current trends and
styles to help your guests get the amped up new look that
the season demands. Includes mannequin.
Monday, May 19
10am - 4pm
$
$150.00
HOTHEADS - HAIR EXTENSION CERTIFICATION
$
$45.00
Get certified in HotHeads. Imagine all you need to
increase revenue in your salon is a clip & a comb! Let
the people who revolutionized hair extensions teach you
how to apply a full head of hair extensions in under an
hour! Learn how to add volume, length and color effects
by utilizing our seamless, 100% Remy Human hair
extensions. No heat, no tools, no damage.
Sunday, June 1
Sunday, June 1
9am - 12pm
1pm - 4pm
$ $99.00
$ $99.00
KERATIN COMPLEX - GLYCOLIC CERTIFICATION
$
Sunday, June 1
Get certified by the industry leader in smoothing! Same
day styling. Same day smooth. Spend the day with
Keratin Complex and learn all about the Advanced
Glycolic Smoothing System, our newest way to smooth!
Features include: Rinses out immediately, Offers sameday styling for the client, Benefits the scalp by reducing
flaking and dryness, One formula for all hair types,
Ideal for highly textured hair, Seamlessly blends the
line of demarcation on previously relaxed or chemically
straightened hair, Results last up to three months.
Education investment applied toward Keratin Complex
product. Hurry! Class is limited to stylists only.
Sunday, June 1
9am - 12pm
1pm - 5pm
$$25.00
RI CI CURLY HAIR CUTTING AND STYLING CERTIFICATION TRAINING
$
In this full day, hands-on workshop, Ricky Pennisi, Ri Ci founder and
curly hair master artist, comes to HOPE to train and certify in the art
of curly hair cutting and styling. Attendees will learn how to achieve
optimal client satisfaction and retention by gaining knowledge, skills
and expertise in the craft. Become a certified Ri Ci curl expert!
Monday, June 2
SPRING BACK WITH GRATITUDE SALON EDUCATION
JUNE
HOPE ESSENTIALS - BRAZILIAN & LOWER BODY WAXING
Monday, May 12
Sunday, May 18
$
$100.00
HOPE ESSENTIALS - BROW WAXING
Monday, May 12
Deb Gavin has been with Keratin Complex since
inception of Color Therapy. She has created two very
successful signature color campaigns that have graced
the covers of Modern Salon and The Colorist magazines.
Join Deb for a hands-on journey that will take you through
these popular color looks from start to finish. You will
discover how to create formulas from a more artistic
perspective and incorporate these concepts on a daily
$basis. Bringing new ideas back to your salon takes more
than just the technical skills. Learn how to communicate
effectively with your clients to introduce them to new
techniques, keep them happy, and take control of your
career. By the end of this program you will have new
tools to reinvent your work and feel your
creativity ignited.
Get certified by the industry leader in smoothing! Same day styling.
Same day smooth. Spend the day with Keratin Complex and get to
know our award-winning Natural Keratin Smoothing Treatment! Keratin
Complex Natural Keratin Smoothing Treatment is a professional keratin
treatment that penetrates the cuticle to reduce frizz and curl. Makes
hair smoother and healthier with each treatment, repairs damage and
blocks the effects of humidity to prevent frizz, cuts styling time and
allows for easier blow-drying, and locks in color services for more
vibrant and intense color results. Results last up to five months.
10am - 3pm
$$250.00
HOPE ESSENTIALS - FOILING ESSENTIALS
$
This two day highlighting course will both motivate and challenge
students to take their foiling techniques to the next level. Lead by
Master Educator Melissa Johnson and Team HOPE, students will
develop their foiling methods by focusing on head shape, hair cut
and texture, as well as ability to translate a photograph into reality by
creating their own highlighting patterns, based on mastering of foiling
mechanics. Students will experience in depth theory classes geared
to mastering the mechanics of foiling, inspirational demonstrations
providing detailed step by step approaches and two stimulating handson sessions daily. (Class is open to all licensed colorists.)
Monday, June 9
10am - 4pm
$150.00
A lot of hairstyles that are “new” today are actually re-runs of old hair
fashion. Some are significant variations of old styles; whereas others
are virtual copies. Vintage styling is a popular trend and continues to
be the foundation of most styles.
Vintage Trend 1: In this hands-on workshop you will learn how to create
hairstyles from the 1920’s and1930’s by learning traditional setting
techniques you can be innovative, creative and put a modern twist on
classic vintage looks.
Vintage Trend 2: During the 1940’s - 1950’s hair became even more
glamorous. Learn how to create a complete 1940’s - 1950’s vintage
look by using traditional and advanced iron setting techniques.
Sunday, June 22
Sunday, June 22
Braids are now becoming the hairstyle of choice among trendy and
sophisticated women. No matter what age, a simple braid can help
to enhance your look. In this class you will learn how to incorporate
braids into everyday styling or a special occasion. This new braid
experience is filled with great techniques that will help you produce a
look in minutes. Attendees will learn: French braid into fishtail (The
Venus Hippie), Full Halo Braid (Top of the World), 2 Flat Braids (Twin
Falls) and French Bang (Not LC but 2 Hilary).
Monday, June 23
10am - 4pm
$
$50.00
9am - 12pm Braid Trend 1
HOPE ESSENTIALS - BRAID TREND 2
Braids are now becoming the hairstyle of choice among trendy and
sophisticated women. No matter what age, a simple braid can help
to enhance your look. In this class you will learn how to incorporate
braids into special occasion looks. This new braid experience is filled
$with great techniques that will help you produce braided updos in
minutes.
Fight frizzy, unruly hair. Milbon Straight Liscio is a versatile smoothing
system that maintains the health and integrity of hair while making it
more manageable, giving outstanding texture and shine. Join us for
a demonstration of smoothing technique using Milbon’s Liscio System.
First time seminar attendees will receive LISCIO certification upon
completion. Cost includes LISCIO Kit.
Monday, June 9
$
$75.00
$75.00
$
HOPE ESSENTIALS - BRAID TREND 1
Monday, June 23
MILBON CERTIFICATION
9am - 12 pm Vintage Trend 1
1pm - 5pm Vintage Trend 2
EDUCATION CALENDAR
TOOL
LISTS
TOOLS NEEDED MAY VARY BY
$
$75.00
1pm - 4pm Braid Trend 2
$
COLOR
$$150.00
NAILS/SKIN
BUSINESS
STYLING
CUTTING
CERTIFICATION
PRODUCT CLUB - HIGHLIGHTING BETWEEN THE LINES BALAYAGE PROGRAM
Product Club strives to give the color specialist a balanced and varied
approach to hair color. Our objective is to stimulate thoughts of doing
things differently. Haircolor application should be approached with a
multi-faceted repertoire of solutions. Our Highlighting Between the Lines
class will help you choose a way to make your vision happen. We will
encourage you not to “think outside the box, but to think like there’s
no box at all”. Only then we believe can you offer your clients truly
individualized color and style. In this class, you will learn haircolor
techniques from our new DVD collection including a Balayage
Technique which is becoming increasingly popular. Join us for this
class and return to the salon inspired with great, new ideas.
Monday, June 16
10am - 4pm
$250.00
$
$ $25.00
To register for classes, please visit
www.trubeautyconcepts.com OR call 888.371.5040 x102
All classes will be held at:
TruBeauty Concepts | 109 Street Road | Southampton, PA 18966
18
Tru Beauty Concepts - Trusted, Respected, Unique
Home of Professional Education
All sales are final. Schedule & classes are subject to change.
Visit www.trubeautyconcepts.com for the most updated list of classes & availability.
19
1-888-371-5040 | www.trubeautyconcepts.com
TRU CONVERSATION
BECOME AN EDUCATOR
FOR TRU BEAUTY CONCEPTS
At Tru Beauty Concepts we are constantly
inspired by the Educators we work with. Their
dedication to the craft, curious minds, creative
thoughts and desire to share and learn is
true beauty.
• ARE YOU EXCEPTIONAL AT YOUR CRAFT?
• DO YOU POSSESS THE DRIVE TO ELEVATE
YOUR CAREER?
• DO YOU DESIRE TO SHARE YOUR VISION
WITH YOUR PEERS?
Join us if you:
• Love to learn, grow, share, and help others
• Possess thorough knowledge of the subject
matter you wish to teach
• Currently use the product line you would like
to represent
• Are licensed by the state in which you reside
• Have a valid driver’s license and reliable
means of transportation
EXPLORE
THE OPPORTUNITIES!
you love
e
f
i
l
e
h
e!
Live t
e you liv
f
i
l
e
h
t
Love
GEORGE SCHAEFFER
As the Founder of OPI, George W. Schaeffer’s passion for color
built the Professional Nail Care Industry. Now, he is creating a new
blueprint for the Professional Hair Industry with Aloxxi Professional
Hair Colour and Care. Addressing a need, Schaeffer offers his color
acumen, dedication to product breakthroughs that challenge
traditional thinking, and a promise to bring personal relationships back
to the industry.
GS: I bought Aloxxi because I wanted to continue my passion for
the color business and create an exceptionally good product that
delivered what the hairdresser needs.
GS: Change is hard; it takes you out of your comfort zone. Changing
one’s hair color isn’t as simple as changing one’s polish. One of the
biggest challenges has been getting hairdressers to take a chance
on something new. They don’t want to risk disappointing their
customers so they tend to stick to what they know. We have had to
adapt to that reluctance to change, it is why we have invested so
heavily in education this past year. Our focus has been on making
stylists comfortable with changing their clients’ color so that change is
fun, easy, and inspiring. When you give people the tools they need,
change becomes an opportunity to grow, professionally
and financially.
TRU: Where did Aloxxi’s four F’s, Fashion, Food, Fun, and Family
come from?
TRU: You are reinventing Aloxxi’s image. What advice do you have
for a salon or stylist trying to reinvent their business?
GS: From me. In my life, following these four F’s has led to success
and happiness. I grew up in the Fashion industry and have always
been aware of its power to change someone’s look and outlook.
Food is just a basic, I believe you can’t underestimate the power of a
good pizza. It goes a long way. I always try to have FUN in whatever
I am doing. And above all else, Family is the most important thing
we have and should always put it ahead of our work. I have been
blessed with a great family, and to be a part of the Professional
Beauty Family for many years!
TRU: What are the trends that you see happening in the
salon industry?
TRU: With OPI, you built a hugely successful company. Why did
you want to purchase Aloxxi at this stage in your life?
TRU: A client walks into a salon wanting to get her hair colored.
She has no idea what Aloxxi hair color is and how it is different from
any other brand of hair color. How can a stylist easily leverage the
concept of color personalities to instantly gain brand loyalty to Aloxxi
and the salon?
GS: The first step is taking out our consultation book. By showing
clients the endless color options and demystifying the color process
for the client we are helping to strengthen the relationship. Today’s
consumer is interested in facts. Telling the client what is being used
on their hair is a critical component in building a strong relationship
between colorist and client. I think of it like cooking, you need
great ingredients but also a great chef. My goal is to help clients
understand the power of not just our product, but of the
professional hairdresser.
TRU: Why do you believe the “Color Personality” concept will resonate
with consumers and stylists?
PLEASE CONTACT:
Christie Baxter, Education Manager
ChristieB@TruBeautyConcepts.com
215-322-6716 x117
20
Tru Beauty Concepts - Trusted, Respected, Unique
TRU: You’ve owned Aloxxi for a few years now, how is it different than
you expected and how have you had to adapt?
GS: I believe in the Color Personality concept for the same reason I
believed in the power of knowing the color on your nails; it allows the
client to be knowledgeable and invested in their service. Knowing
your Color Personality creates brand loyalty, not just to the product
but to the salon that provides the service. For the hairdresser,
informing the customer of what their Color Personality is and having
them ask for it only strengthens the relationship. It also enables us
to drive customers to Aloxxi salons through our advertising, public
relations and social media campaigns; we are committed to helping
salons increase their business!
GS: The best advice I could give someone is not to be afraid to
try new things. So try Aloxxi! The next best piece of advice would be
not to be guided by price alone. Customers come to you for a great
service. Their number one concern is the experience they will receive,
that you create, not the price. If you deliver a professional quality
service, customers will pay what you deserve to charge.
GS: Consumers are more educated and information is so much
more readily available than in the past. Consumers want quick, easy
and less expensive beauty solutions and think they can learn how to
do everything themselves on the internet. It is our job to meet their
needs and offer transparency, which is what we are trying to do. By
educating the consumers about the power of professional color and
the professionals who apply it, we hope to change the tide.
TRU: Successful businesses need to evolve and adapt, how do you
manage to keep your business current?
GS: We spend a lot of time listening to our customers and the
consumers they serve to better understand current trends and gaps
in the market. We use that information to seek out new technologies,
and create innovative new products that will then meet the needs of
both stylists and their clients.
TRU: When you Google the name George Schaeffer the search results
bring up OPI and your contributions to the nail/beauty industry. Now
that you’re involved in the hair color business what would you like it to
say regarding Aloxxi and your contributions to hair color?
GS: I would love to see it say that I created an iconic brand and
helped grow the Professional Beauty Industry and the businesses of
hairdressers globally.
Tru Beauty Concepts - Trusted, Respected, Unique
17
1-888-371-5040 | www.trubeautyconcepts.com
16
PURE BLENDS
21
tru
reviews
MOROCCANOIL | NEUMA
STYLE YOUR SUMMER
tru
BUY 5 SHAMPOOS AND CONDITIONERS &
RECEIVE A CORRESPONDING MASK FREE!
1. IT’S A 10 MIRACLE TEXTURE
FIBER 3.4 oz. ($10.53 ea.)
This non greasy, humidity
resistant texturizer, controls
your style when it’s out
of control.
SAVE
up to
16%
TRAVEL SIZES FOR EVERY TRIP!
Colorproof
Duos 2 oz.
Colorproof
Hairsprays
2 oz.
SAVE
28%
Choose from:
• TruCurl Duo
1 Shampoo 2 oz.
1 Condition 2 oz.
OR
•CrazySmooth Duo
1 Anti-Frizz Shampoo 2 oz.
1 Anti-Frizz Condition 2 oz.
$
$
CPF-21-SMOD2, CPF-21-CURD2
Neuma
reNeu Tangle Me
Free 2.5 oz.
Keune
So Pure Argan
Oil 10 ml
SAVE
50%
$
2.00 ea.
2.50 ea.
NEU-03-TANG2
KSP-03-AROL.
Available in PA, Southern NJ, Northern DE ONLY
WHILE SUPPLIES LAST!
Conair
Baby Bird Mini
Travel Dryer
• Quiet, light, powerful
& folding handle
• 2 heat/speed
settings
• Concentrator nozzle
• 800 watt, dual
voltage, compact
for travel
• Ceramic technology, 1 year warranty
Moroccanoil
SAVE
Extra Volume
20%
Shampoo &
Conditioner 2.5 oz.
Travel Duo
Contains
antioxidant argan
oil and nutrients to
revitalize, cleanse,
detangle, and
bring back body
$
18.99 ea.
8.00 duo
$10.00 value
CON-09-BABY
MOO-21-VLTVD
Available in PA ONLY
Available in PA, NJ, DE ONLY
Aloxxi 1.5 oz.
Hydrating Travel Duo
WHILE SUPPLIES LAST!
OPI Tiny Treats
Includes:
1Hydrating
Shampoo
1.5 oz.
1Hydrating
Conditioner
1.5 oz.
2.95 duo
$
ALX-21-HD2
Keratin Complex
Blondeshell on the
Go Kit
SAVE
51%
Includes:
1 Straight Day 2 oz.
1 Blondeshell Shampoo 2 oz.
1 Blondeshell Conditioner 2 oz.
1 Dry Shampoo for Blondes 9 g
$
12.95 kit
$26.50 value
Volume
Hydration
5 Moisture Repair
Shampoo 8.5 oz.
5 Moisture Repair
Conditioners 8.5 oz.
Receive FREE:
1Restorative
Hair Mask 8.5 oz.
5 Extra Volume
Shampoo 8.5 oz.
5 Extra Volume
Conditioner 8.5 oz.
Receive FREE:
1 Weightless Hydrating
Mask 8.5 oz.
5Hydrating
Shampoo 8.5 oz.
5Hydrating
Conditioner 8.5 oz.
Receive FREE:
1 Intense Hydrating
Mask 8.5 oz.
$
111.50 kit
Available PA and Northern DE ONLY
$7.50 value
Blow
TextStyle Dry
Texturizing
Spray 1.6 oz.
Quick-dry dispense
provides dramatic
definition that works
to not only build
desired texture, but
controls grease and
oil buildup
3.00 ea.
$4.75 value
BHC-12-BFM3
$
122.50 kit
Includes:
$
111.50 kit
$143.50 value
$128.80 value
MOO-21-MJREP
MOO-21-MJVOL
MOO-21-MJHYD
2
Purchase:
2neuMoisture Shampoo 2.5 oz.
2neuMoisture Condition 2.5 oz.
2neuVolume Shampoo 2.5 oz.
2neuVolume Conditioner 2.5 oz.
2reNeu Shampoo 2.5 oz.
2reNeu Condition 2.5 oz.
2reNeu Tangle Me Free 2.5 oz.
2neuStyling Mousse 1.7 oz.
2neuStyling Blow Dry Lotion 2.5 oz.
$
125.00 deal
3. MILK_SHAKE LEAVE IN
2neuStyling
Extender 2.5 oz.11.8 oz.
CONDITIONER
2neuStyling Smooth Creme 2.5 oz.
($10.00
2neuStyling Gelee ea.)
2.5 oz.
Detangles,
2neuStyling
Clay .25 oz.de-frizzes, smells
2neuRepair
Argan
Oil 2.5
oz.
great,
and
protects
color
Receive FREE:
from
sun
damage.
After
1 neuRepair Argan Oil 6.8 oz.
the beach it smooths and
moisturizes hair and soothes
sun burned skin.
SAVE
4. KEUNE SUN SUBLIME
15%
OIL 4.2 oz. ($11.58 ea.)
$147.50 value
NEU-21-BEATG
Gives hair and skin a little
extra glow. Provides sun
and frizz protections without
feeling oily or heavy.
1
OPI-19-SRCD1
$
KCX-19-BOTG
4.99 kit
Includes:
$133.00 value
LIMITED EDITION MOROCCANOIL
TREATMENT PROMOTION
Includes:
1 Chip Skip 1/8 oz.
1 Original Nail Envy 1/8 oz.
1 RapiDry Top Coat 1/8 oz.
1 Expert Touch Lacquer Remover 1 oz.
1 Expert Touch Nail Wipes 25 pack
$5.00 value
Available in PA, Northern DE,
Central & Southern NJ ONLY
Repair
SAVE
33%
SAVE
41%
$
3.00 ea.
FREE neuRepair 8.5 oz. With Purchase Of
Beauty To-Go Countertop Display
Includes:
MLK-03-ITT1
CPF-05-FLXH2, CPF-05-STRH2
SAVE
38%
$4.00 value
$4.00 value
$
• Ideal for all
hair types
•Helps preserve
color while adding
lightweight
moisture and
conditioning
SAVE
45%
$5.50 value
$4.80 value
$9.60 value
$
$
2.95 ea.
2. BLOWPRO FAUX DRY™
DRY SHAMPOO 1.7 oz.
($10.53 ea.)
A must-have for fresh hair.
This fragrance free formula
removes oil and build up
without water after a long
day of sweating in the heat.
Milk_Shake
Integrity Intensive
Treatment 1.7 oz.
• Seals the cuticle
and gives
softness, shine and
detangles the hair
while preserving
the integrity of
hair color
•Deeply nourish
the hair and
eliminate frizz
Choose from:
• AllAround
Hairspray 2 oz.
•UltraMarathon
Strong Hold
Hairspray 2 oz.
6.95 duo
• Protects hair against
UV damage,
external influences
and heat styling
•Eliminates frizz, locks
out humidity and
conditions hair
SAVE
39%
TRU SAVINGS
reviews
SAVE
18%
4
The neuMoisture
Spa Experience
3
Purchase:
1neuMoisture Intensive
Masque 5.2 oz.
Receive FREE:
1neuRepair
Argan Oil 2.5 oz.
$
5
SAVE
41%
5. COLORPROOF CLEARITUP™
DETOX SHAMPOO 10.1 oz.
($15.79 ea)
Cleanses hair of salt, chlorine
and sweat while protecting
your color from the harmful
effects of the sun.
17.50 deal
$29.50 value
SAVE
37%
NEU-19-MOISE
6Moroccanoil
Treatment Home
& Travel Duo
Includes:
1Moroccanoil
Treatment 3.4 oz.
1Moroccanoil
Treatment .85 oz.
$
Moroccanoil
Treatment Light
Home & Travel Duo
Includes:
1 Moroccanoil Treatment
Light 3.4 oz.
1 Moroccanoil Treatment
Light .85 oz.
24.50 duo
$
24.50
$29.80 value
duo
$29.80 value
MOO-19-HTDU
MOO-19-HTDUL
The neuSmooth
Spa Experience
SAVE
38%
6. COLORPROOF
HUMIDITYRX™ ANTI-FRIZZ
WEATHERPROOF SPRAY
5 oz. ($13.16 ea.)
The name says it all; locks
out humidity and keeps the
frizzies away.
Purchase:
1neuSmooth Revitalizing
Masque 5.2 oz.
Receive FREE:
1neuRepair
Argan Oil 2.5 oz.
$
20.00 deal
$32.00 value
NEU-19-SMOSE
Moroccanoil available in PA ONLY
22
Tru Beauty Concepts - Trusted, Respected, Unique
Neuma available in PA, Southern NJ & Northern DE ONLY
Not all products available in all territories. Contact us for more information.
15
33
tru
reviews
1-888-371-5040 | www.trubeautyconcepts.com
tru
reviews
1. IT’S A 10 MIRACLE TEXTURE
FIBER 3.4 oz. ($10.53 ea.)
This non-greasy, humidity
resistant texturizer, controls
your style when it’s out
of control.
TRUBEAUTY’S
SUMMER BEACH BAG
MUST-HAVES
SAVE
22%
2
1
3
4
5
6
3. MILK_SHAKE LEAVE IN
CONDITIONER 11.8 oz.
($10.00 ea.)
Detangles, de-frizzes, smells
great, and protects color
from sun damage. After
the beach it smooths and
moisturizes hair and soothes
sun burned skin.
PHOTO COURTESY OF BERLYNN PHOTOGRAPHY
PURCHASE OUR 6
FAVORITE BEACH BAG
ITEMS & RECEIVE A FREE
TRUBEAUTY BEACH BAG!
2. BLOWPRO FAUX DRY™
DRY SHAMPOO 1.7 oz.
($10.53 ea.)
A must-have for fresh hair.
This fragrance free formula
removes oil and build up
without water after a long
day of sweating in the heat.
4. KEUNE SUN SUBLIME
OIL 4.2 oz. ($11.58 ea.)
Gives hair and skin a little
extra glow. Provides sun
and frizz protection without
feeling oily or heavy.
5. COLORPROOF CLEARITUP™
DETOX SHAMPOO 10.1 oz.
($15.79 ea.)
Cleanses hair of salt, chlorine
and sweat while protecting
your color from the harmful
effects of the sun.
6. COLORPROOF
HUMIDITYRX™ ANTI-FRIZZ
WEATHERPROOF SPRAY
5 oz. ($13.16 ea.)
The name says it all; locks
out humidity and keeps the
frizzies away.
PROMO PRICE:
$67.50
VALUE: $86.59
TRU-21-MJBBG
32
14
23
MILBON | ALFAPARF
ROUNDTABLE
TRU SAVINGS
HOPE ESSENTIALS
1-888-371-5040 | www.trubeautyconcepts.com
LINKAGE MEU
In-Salon Smoothing Therapy
OMBRE
Immediately transforms hair silky, soft, and smooth
BENEFITS
.
.
.
.
.
.
Ombre color is a trend that can be worn by almost anyone. Ombre is graduation of tones
that fade from dark to light. The look was first flaunted on the runways, and over time has
trickled down to the masses. Depending on the look you’re going for, ombre hair can be
Instant Gratification
Results Last for 5 Weeks
Quick Service
Works for All Hair Types
No Heat Processing
Free of Harsh Chemicals
incredibly dramatic or incredibly soft.
Neu Due
Shampoo &
Treatment
HOMECARE
STARTER KIT $253.00 (you save $49)
Step
Step
Step
Step
1:
2:
3:
4:
MLB-21-LMSK
1 Refill Bag + 1 Empty Pump for all 3 formulations (fine / normal / coarse)
2 Refill Bags + 1 Empty Pump (Step 2 is universal for all 3 formulations)
1 Refill Bag + 1 Empty Pump for all 3 formulations (fine / normal / coarse)
10 homecare packs for all 3 formulations (fine / normal / coarse)
Milbon is Japan’s no.1 professional haircare brand whose sole mission
is to provide helpful tools for stylists worldwide.
facebook/milbon.us
Beautiful Hair, Beautiful People
ESTASI
TECHNIQUE
Inphenom
Professional In-Salon Treatment
Beautiful Hair, Beautiful People
Restores moisture & maintains vibrant
tones after color services
Celebrity hair, fashion, or a simple
sunset can serve as inspiration for your
interpretation of Ombre.
STARTER KIT
Includes:
5-step treatment
Homecare packs
Accessories
$210.00 KIT
24
MLB-21-ISK
APF-21-ETD
Leave-in treatment that
nourishes & reconstructs hair
for easy styling
Revolutionary protein-based
volumizing spray
Volumizer, 4.2 oz.
STARTER KIT
STARTER KIT
$170.00 KIT
$65.00 KIT
MLB-21-ESK
MLB-21-VMSK
$204.00 value
243.00 deal
$259.00 value
Volume Mist
Includes:
6 Elujuda FO
6 Elujuda MO
$
$298.50 value
Elujuda FO & MO
Styling Oil, 4.1 oz.
Purchase:
36 EOC Tubes of Color
(Cube or Colorwear)
Receive FREE:
2Oxid’o
2 EOC Cube 6.5 Dark
Mahogany Blonde
2 EOC Cube 000SSS
Lifting Reinforcer
1 SDL Strong Hold Hairspray
1 Estasi Technical Card
Includes:
6 Volume Mist
$78.00 value
SAVE
19%
BUY 1, GET 1 FREE!
Supermeches Bleach
Purchase:
1 Supermeches Bleach (Your Choice)
Receive FREE:
1 Supermeches Bleach (Same Item as Purchased)
$
SAVE
50%
22.00-$24.00 each
$44.00-$48.00 value
Alfaparf is available in PA, Central & Southern NJ, Northern DE ONLY
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
13
1-888-371-5040 | www.trubeautyconcepts.com
ROUNDTABLE
The Roundtable Challenge
CHALLENGE: How do you change a client’s hair color without changing their hair color?
Clients don’t always want to make the commitment to a color change, or spend an entire
day having a corrective color service. Sometimes the color is so extreme that it changing
the color is almost impossible or the integrity of the hair will suffer.
eternally beautiful hair
ANSWER: Extensions! Extensions offer more than a way to add length and volume; they
are also a fun hair color tool. It’s a quick and easy way to change your client’s color over
and over again without compromising the integrity of the hair.
Here we used Ombre as one example of how you can change a client’s look without using
haircolor. Deb has delicate hair that wouldn’t survive a lot of lightening. Alyssa had short hair
and direct dye that doesn’t lift easily. Kate already had an Ombre and wanted a little more
wow factor, without being lighter or darker or cutting her hair. Extensions made it easy to
change the look for all three of these clients without a color, or cut.
Gorgeous hair begins with a
nourished, healthy scalp. Plarmia’s
exclusive line of haircare products
uses high quality, botanical
ingredients coupled with brand new
technologies to alleviate scalp issues
and restore hair’s natural beauty, for a
lifetime of radiance and body.
JOIN THE
ROUNDTABLE!
The Beauty Industry is
constantly changing. It is
important as professionals
to keep our lines of
communication open.
The Roundtable offers
the opportunity to
engage in an open
dialogue with your fellow
salon professionals!
DEB
We are here to assist
Created using:
2 HotHeads 10-12” 20 pc. packs
• HotHeads #4
• HotHeads #5
1 HotHeads 14-16” 20 pc. pack
• HotHeads Ombre #8/#23
and help you grow your
knowledge of the beauty
Industry. Whether you
Before
After
CLEAR SPA FOAM
are behind the chair
or in the back office,
email your question
to us at: roundtable@
trubeautyconcepts.com.
Deep cleansing scalp shampoo
ALYSSA
17 0 g 6 .0 o z . N e t Wt. $ 1 4 ea.
Created using:
2 HotHeads 14-16“ 20 pc. packs
• HotHeads Ombre #23/#613
1 HotHeads 14-16” 6 pc. mini pack
• HotHeads #613
Colored with Deposit Only
Sparks Hair Color “Pink Kiss”
MOISTURE
LIFTER
R e j u ve n a t i n g d a i l y s c a l p m o i s t u r i z e r
1 0 0 m l 3 .4 fl. O z . $ 1 6 ea.
We will answer your
question, and who knows,
it may be selected as
Before
Before
the next topic in HOPE
After
Essentials Roundtable!
KATE
Created using:
1 HotHeads 10-12” 20 pc. pack
• HotHeads #4
2 HotHeads 14-16” 20 pc. packs
• HotHeads #24
• HotHeads #27
INTRODUCTION SPECIAL, get the Starter Kit for $104
Before
After
PURCHASE: 4 Clear Spa Foam . 3 Moisture Lifter
FREE: 1 Moisture Lifter . 1 Product Display* . 1 Shelf Talker*
*1 Product Display & 1 Shelf Talker per salon. Available while supplies last.
MLB-19-PSK
Beautiful Hair, Beautiful People
12
25
Z.ONE CONCEPT
NEW! Direct Color Cocktails
A conditioning hair color treatment for natural or color
treated hair
Purchase:
12 Whipped Cream 6.8 oz.
8 Conditioning Direct Color 6.8 oz.
Receive FREE:
1 Glistening Argan Oil 3.4 oz.
2 Cocktail Glass
2 Cocktail Stirrer
1 Cocktails Brochure
1 Cocktails Menu
1 Cocktails Mirror Cling
12 Client Cards for Color Refresh
SAVE
34%
$
199.00 deal
$291.90 value
MLK-21-DIRCK
...OR TRY
THE NEW ARGAN COCKTAIL TO COMPLETE THE TREATMENT
NEW! Argan Cocktail
A nourishing leave-in treatment for
incredible hydration and shine
Purchase:
12 Whipped Cream 6.8 oz.
Receive FREE:
3 Glistening Argan Oil 3.4 oz.
1 Cocktail Glass
1 Cocktail Stirrer
1 Cocktails Brochure
1 Cocktails Menu
NEW!
$
SAVE
32%
119.00 deal
$179.70 value
Available starting from JUNE
Natural Care Mask
MLK-21-ARGCK
Mini Color Maintainer
4 Delicious Masks with natural ingredients for
different hair types
Includes:
2Natural Care Milk Mask 12 x .52 oz.
2Natural Care Yogurt Mask 12 x .52 oz.
2Natural Care Cocoa Mask 12 x .52 oz.
2Natural Care Papaya Mask 12 x .52 oz.
2Natural Restructuring Mask Base 33.8 oz.
2Leave In Conditioner 11.8 oz.
1Milk_Shake Bowl/Brush/Whisk
1Cocktails Brochure
1Cocktails Menu
$
SAVE
21%
199.00 deal
$251.00 value
Natural Care Masks
4 NATURAL MASKS THAT ARE GOOD ENOUGH TO EAT!
SPECIFIC MASKS WITH NATURAL INGREDIENTS
FOR DRY AND DAMAGED, COLORED, COARSE OR FINE
AND DULL HAIR THAT REVITALIZE THE HAIR, GIVING IT
SOFTNESS, SHINE AND MANAGEABILITY.
Includes:
6Color Maintainer Shampoo 10.1 oz.
6Color Maintainer Conditioner 10.1 oz.
6Color Maintainer Shampoo 1.7 oz.
6Color Maintainer Conditioner 1.7 oz.
1Counter Display
1Milk_Shake Brochure
$
SAVE
23%
125.00 deal
$162.00 value
Our top-selling color maintainer shampoo and conditioner are
now available in travel sizes. So hang on to your display box
because you will need to refill it again and again.
TRAVEL SIZE RETAIL PRICE
MLK-21-NNM
26
Z.One is available in PA, NJ, DE ONLY
Tru Beauty Concepts - Trusted, Respected, Unique
$5.00
(REG. $9.00)
MLK-21-COLMD
Not all products available in all territories. Contact us for more information.
11
1-888-371-5040 | www.trubeautyconcepts.com
10
27
COLORPROOF
SAVE
24%
SuperPlump Volumizing
Shampoo & LiftIt Foam
Mousse Duo
Purchase:
1SuperPlump Volumizing Condition 8.5 oz.
Receive FREE:
1UltraMarathon Firm Hold Hairspray 2 oz.
Purchase:
1 SuperPlump Volumizing Shampoo 10.1 oz.
Receive FREE:
1 LiftIt Foam Mousse 2 oz.
$
$
15.00 duo
Purchase:
4 CrazySmooth Anti-Frizz
Shampoo 10.1 oz.
Receive FREE:
1 CrazySmooth Anti-Frizz
Shampoo 25 oz.
OR
Purchase:
4 CrazySmooth Anti-Frizz
Condition 8.5 oz.
Receive FREE:
1 CrazySmooth Anti-Frizz
Condition 25 oz.
$
70.00 deal
$100.00 value
15.00 duo
$19.80 value
$19.80 value
CrazySmooth Savings!
SuperPlump Volumizing Condition
& UltraMarathon Strong Hold
Hairspray Duo
CPF-19-SS
SAVE
24%
CPF-19-FBF
SuperRich Rewards!
SAVE
30%
Purchase:
12 SuperRich Moisture
Shampoo 10.1 oz.
Receive FREE:
1 SuperRich Moisture
Shampoo 64 oz.
OR
Purchase:
12 SuperRich Moisture
Condition 8.5 oz.
Receive FREE:
1 SuperRich Moisture
Condition 64 oz.
$
CPF-21-CSLS, CPF-21-CSLC
NEW!
SAVE
22%
180.00 deal
$230.00 value
CPF-21-SRRS, CPF-21-SRRC
BUY THREE, GET ONE FREE!
TruCurl Curl Perfecting
Creme 5.1 oz. &
Anti-Frizz Oil
1.7 oz. Duo
NEW SIZE!
CrazySmooth Extreme
Shine Treatment Oil 1.7 oz.
Purchase:
3CrazySmooth Extreme Shine
Treatment Oil 1.7 oz.
Receive FREE:
1CrazySmooth Extreme Shine
Treatment Oil 1.7 oz.
Purchase:
1TruCurl Perfecting
Creme 5.1 oz.
Receive 50% OFF:
1TruCurl Anti-Frizz
Oil 1.7 oz.
SAVE
25%
SAVE
30%
$
18.25 duo
$24.00 value
28
$
CPF-19-CPCOD
34.50 deal
$46.00 value
Tru Beauty Concepts - Trusted, Respected, Unique
CPF-21-CSO17
Not all products available in all territories. Contact us for more information.
9
1-888-371-5040 | www.trubeautyconcepts.com
ALOXXI | KERATIN COMPLEX
NEW!
2-in-1 Swatch Book
NEW!
$
Designed to
make color
consultation
a cinch
Brunette
$
100.00 each
30.00 kit
$39.68 value
ALX-10-2I1SB
Blonde
Includes:
1 Chroma 6GV Love that Sambuca 2 oz.
1 Tones 7GV Moda Fantastica 2 oz.
1 Blue Lightener 1 oz.
1 Crème Developer 20V 16.9 oz.
SAVE
1 Crème Activator 7V 16.9 oz.
24%
1 Colour Prime 1.5 oz.
1 ColourLock 1.5 oz.
1 Color Tint Brush
1 Paper Swatch
Chart and
Technique
Brochure
Includes:
1 Chroma 11N Andiamo-Let’s Go Platinum
1 Chroma 11V Creme de la Crema
1 Chroma 11A Sistine Candles
1 Blue Lightener 1 oz.
SAVE
1 Crème Developer 40V 16.9 oz.
27%
1 Colour Prime 1.5 oz.
1 ColourLock 1.5 oz.
1 Color Tint Brush
1 Paper Swatch
Chart and
Technique
Brochure
$
30.00 kit
$41.08 value
ALX-19-BRCK
Styling Cream 3.4 oz.
Styling Cream 1 oz.
NEW!
$
ALX-12-SC30
Includes:
2 Flexible Hairspray 9.1 oz.
2 Thermal Styling Spray 5.07 oz.
2 Weightless Styling Gelèe 5.07 oz.
2 Essential 7 Restorative Hair Serum 3.4 oz.
15 Style Brochures
1Style
Display
SAVE
52%
50.00 deal
$104.54 value
ALX-19-OTSP
Aloxxi is available in PA, Northern DE,
Central & Southern NJ ONLY
Keratin Complex
Shining Star
Purchase:
5KeraBrilliance
Shade (0.0/Clear,
5.56/5MR, 9.2/9V,
6.0/6N, 8.3/8G)
Receive FREE:
1Demi-Glaze
Activator 32 oz.
1 Color Therapy
Applicator
Bottle
SAVE
1Cosmetic
40%
Bag
$
35.00 deal
$58.00 value
KCX-19-KBSS
Available in PA & Northern DE ONLY
8
Styling Cream
3.4 oz.
SAVE
20%
10.00 duo
$
36.00 /4
$45.00 value
ALX-19-WSCD
Aloxxi is available in PA, Northern DE, Central & Southern NJ ONLY
Aloxxi
On Trend Styling
ALX-19-RCK
BUY 3, GET 1 FREE!
$13.00 value
$3.16
$
30.00 kit
$41.08 value
SAVE
23%
ALX-12-SC100
$9.47
ALX-19-BDCK
1 oz. with purchase
of Weightless
Styling
Gelèe
5.07 oz.
•Provides light style control for soft,
manageable locks
•Hydrating cream nourishes hair, smoothes
frizz and flyaways, and imparts shine
without weighing hair down
Includes:
1 Chroma 8K Don’t Prosciutto the Messenger
1 Chroma 7R Michaelangelo’s Passion
1 Chroma 6XR Red-y for a Renaissance
1 Blue Lightener 1 oz.
SAVE
1 Crème Developer 20V 16.9 oz.
1 Colour Prime 1.5 oz.
27%
1 ColourLock 1.5 oz.
1 Color Tint Brush
1 Paper Swatch
Chart and
Technique
Brochure
$
FREE Styling Cream
NEW! Styling Cream
Red
TRU SAVINGS
Aloxxi Color Kits
ALX-21-SCD
KERATIN COMPLEX PRODUCTS ARE
GETTING A BRAND NEW LOOK,
WHILE STILL DELIVERING THE SUPERIOR
RESULTS YOU’VE COME TO EXPECT
Purchase:
6 Keratin Care Shampoo 13.5 oz.
6 Keratin Care Conditioner 13.5 oz.
6 Keratin Color Care Shampoo 13.5 oz.
6 Keratin Color Care Conditioner 13.5 oz.
Receive FREE:
1 Keratin Color Care Shampoo 33.5 oz.
1 Keratin Color Care Conditioner 33.5 oz.
$
SAVE
13%
240.00 deal
$277.00 value
KCX-21-CUYA
Brighter Blonde
Purchase:
2 It’s A Blonde Thing 1 lb. Tub
Receive FREE:
1Blondeshell
Shampoo
33.8 oz.
1Blondeshell
Conditioner
33.8 oz.
Timeless Color Deal
Purchase:
6 Timeless Color Fade-Defy Shampoo 13.5 oz.
6 Timeless Color Fade-Defy Conditioner 13.5 oz.
Receive FREE:
1 Timeless Color Fade-Defy Shampoo 33.8 oz.
1 Timeless Color Fade-Defy Conditioner 33.8 oz.
Hologram
Trend Promo
SAVE
23%
SAVE
47%
$
49.00 deal
$93.00 value
$
KCX-21-BBD
144.00 deal
$188.00 value
Purchase:
11 Pre selected
Kerahold Shades
Receive FREE:
1 Zero Lift
Developer 32 oz.
1 Kerahold 20Vol
Developer 32 oz.
1 1.0/1N Black
1 Swatchbook page
1 Trend Collection
Technique cards
3 Metal tube keys
$
KCX-21-TCCC
SAVE
39%
88.00 deal
$144.00 value
KCX-19-HTP
Keratin Complex is available in PA & Northern DE ONLY
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
29
TRU SAVINGS
ONESTA | PRODUCT CLUB | STYLE EDIT | SPARKS | X-FUSION | CLAIROL
EXCLUSIVE TO TRUBEAUTY!
NEW!
•Increases flexibility, lessens breakage,
and reduces split ends
•Hair is shiner, healthier, and has more
color depth
$
ONE-03-PPT
29.99 deal
$
7.98 deal
$10.98 value
Digital
Color Scale
SAVE
20%
$
$
5.58- 11.98 ea.
$
SAVE
25%
INTRODUCTION TO TINTA COLOR
37.42 ea.
$49.90 value
$6.98-$14.98 value
ONE-19-MJWFM , ONE-19-MJSCG
PRD-21-MJBYG
• Weighs in
grams or
ounces
•Includes
batteries
and AC
power
supply
Choose from:
• 2-in-1 Color
Brush 3 pack
(PRD-10-2N1AP)
• Ergo Color
Brush 3 pack
(PRD-10-ERGAP)
SAVE
27%
SAVE
36%
$46.80 value
on Color Brushes
Purchase:
1Workable Finishing Mist 6 oz.
OR
1Sculpt Medium Hold Styling Gel 6 oz.
Receive FREE:
3Crease-less Hair Ties
$
PRD-10-DS11
25.00 deal
$39.00 value
15% OFF
Root Concealer 2 oz.
OR Hair Filler 2 oz.
Choose from:
• Black/Dark Brown
• Medium/Light Brown
•Auburn/Red
•Blonde
SAVE
15%
$
Sparks
Long Lasting Bright Hair Color
KCR-19-MNTRV
Purchase:
20 Tubes of color
Receive FREE:
1 Color Swatch
NEW! INTRODUCING
$
119.00 deal
$129.00 value
$9.75 value
Philadelphia
PA
Jun 15
9a-12p
Allentown
PA
Nov 2
9a-12p
Allentown
PA
Jun 2
1p-4p
Philadelphia
PA
Jun 15
1p-4p
Allentown
ULTIMATE REDS
FREE KEUNE WET BRUSH
WITH PURCHASE OF
RETAIL SHAMPOO AND
CONDITIONER DUOS
PA
Jul 14
1p-4p
Allentown
PA
Aug 18
1p-4p
Philadelphia
ULTIMATE BROWNS
BUY 2, GET 1 FREE!
Keratin Hair Fiber
12 g or 25 g
2 FREE Softees Color
Resistant Towels 10 pk.
when you purchase 2
Tubs of BW2 2 lb. at our
Every Day Low Price
•Available Softee Colors are
Chocolate, Gray, Evergreen,
Navy, Pink, Plum, Lilac, and Aqua
•Towel colors available while
supplies last
Mix & Match
30
9a-12p
1Hydrate Shampoo 70 ml
1Triple X Gel 50 ml
1Mineral Cream 30 ml
•PURE - Ammonia free lifting powder created from
organic ingredients
•EFFECTIVE - High performance lightener, lifts gently
through the protective qualities of PhytoKeratin
•NOURISHING - Enriched with certified organic
Argan Oil for extra conditioning
•Dust free
SPC-21-119
Jun 2
ULTIMATE BLONDES
SO PURE BLONDE LIFT
POWDER 500 ML
SAVE
$
10
PA
Mini Travel Kit includes:
A BRAND NEW BLONDE
8.29 ea.
SAVE
36%
WHEN YOU PURCHASE $25 IN
CARE LINE MAN RETAIL SIZES
SAVE 20%
3 FREE CREASE-LESS HAIR TIES
when you purchase Sculpt
Medium Hold Styling Gel
6 oz. or Workable
Finishing Mist 6 oz.
THINK LIKE A MAN
FREE TRAVEL KIT
Four Tools Include:
• Balayage Foil Boards
(1 short/1 long)
• Balayage Brush (2 pack)
• Balayage Paddle (2 pack)
• Balayage Film
(12”x12”, 500’ total)
JUST 60 SECONDS TO BEAUTIFUL HAIR!
13.14 ea.
BAYALAGE TOOLS FOUR PACK
Purchase
All Four NEW
Balayage Tools
& SAVE 36%
NEW!
Probiotic Protein Treatment 6 oz.
$
KEUNE
$
39.90 deal
$77.94 value
Tru Beauty Concepts - Trusted, Respected, Unique
SAVE
49%
MUST MENTION THIS AD TO RECEIVE PROMO
Choose from
ANY Keune
Design Line,
Care Line or
So Pure Duo
$
24.38 ea.
$32.50 value
KSP-04-BLP
Not all products available in all territories. Contact us for more information.
SAVE
25%
$
15.21-$26.31 deal
$31.20-$42.30 value
KEU-15-WETBR
PA
Sep 28
1p-4p
Philadelphia
PA
Nov 2
1p-4p
Allentown
ART OF COLOR CORRECTION
SAVE
PA
Sep 29
10a-4p
Philadelphia
up to
51%
Contact your DSC or visit
www.keuneevents.com/local for details
7
HOT DEALS
Abba
Volume Root
Spray 1.7 oz.
Pumps the energy
of nature into limp,
lifeless hair for
maximum fullness
and body, finishing
it with beautiful
shine
Protects
eyeglass
arms against
stains during
haircolor
applications
SAVE
50%
$
Divina
Creme Peroxide 4 oz.
SAVE
60%
0.99 ea.
$
1.00 ea.
Available in:
• 10 Volume (DIV-04-1CR4)
• 20 Volume (DIV-04-2CR4)
• 30 Volume (DIV-04-3CR4)
• 40 Volume (DIV-04-4CR4)
$
• Quality ingredients
immediately detangle hair, restore shine
and normal pH
• Professional strength
restores split ends,
adds strength,
increases elasticity,
body, bounce and
prevents static fly
aways
SAVE
up to
$1.98 value
$2.50 value
PRD-10-EG10
ABB-12-VORS1
$1.25 - $1.50 value
Cameo
Color Coordinated
Multi-Color Check
Pad #5 10 pack
Zotos
Quantum
Platinum Perm
Icon
Web Pomade 1.7 oz.
• 100 slips per book, numbered
consecutively
• 2-3/4” x 4-3/4”
• A buffered alkaline perm that
yields soft, defined curls
•Ideal for hair that’s been highlift tinted, heavily highlighted,
double processed or bleached
$
7.00 ea.
$9.95 value
SAVE
30%
CAM-21-5
$
$
4.00 ea.
$
6.00 ea.
$5.80 value
$10.25 value
ZOT-01-50003
ICN-12-WEB
LITER SALE!
Alfaparf
Semi Di Lino
Diamante
Conditioner
•Liter size at
special price
•Old packaging
•Liter size at
special price
•Old packaging
6.99 ea.
$10.99 value
DIV-03-HONAG
Ardell
Fashion Lash
109 Demi Black
9.95 ea.
Natural lashes that
are lightweight,
reusable, easyto-apply and
give the desired,
natural look of full,
beautiful lashes
$
2.25 ea.
$3.25 value
ARD-07-109B
60% OFF GIOVANNI
$
10.95 ea.
$21.00 value
$23.00 value
DIA-02-ILLL
DIA-03-ILLL
Keratin Complex
Detailing Iron 1/2”
OPI
Bright & Brighter
Suddz FX
Design Powder
Purchase:
1Strawberry Margarita
1Hot & Spicy
Receive FREE:
1Cosmetic Bag
•Design to create
lightweight lift and
separation
•Provide light
and natural
SAVE
movement
70%
to the hair
42.95 ea.
SAVE
31%
SAVE
53%
SAVE
53%
$
SAVE
36%
SAVE
41%
LITER SALE!
Alfaparf
Semi Di Lino
Diamante
Shampoo
$
50%
• Twisty, turning, fiber-y threads
tie up each strand to create an
amazing texture
•Protect and project a web of
texture in hair
SAVE
31%
SAVE
30%
SAVE
43%
5.99 kit
$75.00 value
$
KCX-09-DET12
$8.50 value
Available in PA & Norther DE ONLY
6
0.75 ea.
TruBeauty
Honey Almond
Conditioner
Gallon
WHILE SUPPLIES LAST
Product Club
Disposable Eye
Glass Guards 10 ct.
OPI-19-SRE43
Not all products available in all territories. Contact us for more information.
$
2.95 ea.
$9.98 value
SUZ-12-DPOW
WHILE SUPPLIES LAST!
Tru Beauty Concepts - Trusted, Respected, Unique
31
1-888-371-5040 | www.trubeautyconcepts.com
SALON OPENER
12
12
12
4
8
2
8
2
2
2
Splash Shampoo 16 oz.
Drench Conditioner 16 oz.
Thirsty Gel 8 oz.
Thirsty Gel 16 oz.
Memory Setting Spray 8 oz.
Memory Setting Spray 16 oz.
Velvet Serum 3.4 oz.
Splash Shampoo 32 oz.
Drench Conditioner 32 oz.
FREE Tickets to Hands-on Certification Class
PRICE: $499.00
Value: $1,078.50
RIC-21-RSO
STYLIST STARTER KIT
3
3
3
2
2
1
1
Splash Shampoo 16 oz.
Drench Conditioner 16 oz.
Thirsty Gel 8 oz.
Memory Setting Spray 8 oz.
Velvet Serum 3.4 oz.
Splash Shampoo 32 oz.
Drench Conditioner 32 oz.
PRICE: $99.99
Value: $154.75
RIC-21-SSK
OPEN STOCK
RIC-02-SPL16
RIC-02-SPL32
RIC-03-DRE16
RIC-03-DRE32
RIC-12-GEL16
RIC-12-GEL8
RIC-12-MSS16
RIC-12-MSS8
RIC-12-SERU3
Ri Ci Splash Shampoo 16 oz.
Ri Ci Splash Shampoo 32 oz.
Ri Ci Drench Conditioner 16 oz.
Ri Ci Drench Conditioner 32 oz.
Ri Ci Thirsty Gel 16 oz.
Ri Ci Thirsty Gel 8 oz.
Ri Ci Memory Setting Spray 16 oz.
Ri Ci Memory Setting Spray 8 oz.
Ri Ci Velvet Serum 3.4 oz.
$10.53
$15.79
$13.16
$19.74
$13.16
$7.89
$13.16
$7.89
$7.89
CURLY HAIR CUTTING AND STYLING CERTIFICATION TRAINING
In this full day, hands-on workshop, Ricky Pennisi, Ri Ci founder and curly hair master artist,
comes to HOPE to train and certify in the art of curly hair cutting and styling. Attendees will
learn how to achieve optimal client satisfaction and retention by gaining knowledge, skills
and expertise in the craft. Become a certified Ri Ci curl expert!
Monday, June 2
32
10am - 3pm
HOPE for Beauty, 109 Street Road, Southampton, PA 18966
$250
5
TRAVEL DEALS
OPI
4
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
33
NAILS
OPI | ESSIE
1-888-371-5040 | www.trubeautyconcepts.com
COLORPROOF
OPI Coca-Cola
18 pc. Display
OPI-19-DDC05
$79.95
20% OFF
OPI Coca-Cola
Edition C
Mani/Pedi Massage
Lotion 16 oz.
OPI-19-DDC12
$162.00
Choose from:
Papaya Pineapple Massage 16 oz.
Cucumber Massage 16 oz.
Tropical Citrus Massage 16 oz.
Chamomile Mint Massage 16 oz.
Lemon Tonic Massage 16 oz.
$
11.95 each
$14.95 value
Choose from:
• I’m not Really a Waitress
• Big Apple Red
• Malaga Wine
• My Chihuahua Bites
• A good Man-darin
• Cozu-melted in the Sun
• Princesses Rule!
• Bubble Bath
• Funny Bunny
• Black Cherry Chutney
• Unfor-greta-bly Blue
•Polka.com
14.95 duo
OPI-19-DDC10
$8.50
OPI Coca-Cola
10 Pack of Style
SAVE
20%
GelColor Duo Deals
FREE Matching Nail Lacquer
with GelColor Purchase!
$
OPI Coca-Cola
Icons of Style Duo
OPI-19-DDC08
$12.50
SAVE
23%
Neons by OPI
Edition A
OPI-19-DCB13
$69.95
NEW!
Neons by OPI
Edition C
OPI-19-DCB14
$162.00
Neons by OPI
Little Bits of Neon
OPI-19-DCB15
$19.45 value
$9.95
OPI GelColor Spring
Mani/Pedi Trial Kit
Includes:
6 GelColor .5 oz.
(1 each of: Base Coat,
Top Coat, Pedal Faster,
Strawberry Margarita,
You’re Such
a Budapest, Can’t
Find My Czechbook)
6 Pedicure Product 4.2 oz.
(1 each of: Soak,
Soften, Scrub, Mask,
Massage, Smooth)
1 20 ct. Expert Touch
Remover Wraps
1 Blank Nail Palette
1 Tabletop Instructions
1 Instructional Brochures
$
99.95 kit
$148.13 value
OPI-19-SPF40
AVAILABLE JUNE 1st
OPI Wipe Off!
NEW!
• Acetone free lacquer remover wipes
• Convenient 10 pack
• Fresh lavender scent
$
34
3.50 pack
OPI-06-AC856
Tru Beauty Concepts - Trusted, Respected, Unique
Not all products available in all territories. Contact us for more information.
3
MANUFACTURERS
GET THE COVER LOOK
The Alfaparf Milano Team created the cover look using the ESSENZA TECHNIQUE.
Want to achieve this look? Here’s how:
Abba...................................31
Alfaparf....................1, 13, 31
Aloxxi...............16, 17, 22, 29
American Dawn
Arbill
Ardell..................................31
B.E.S.
Balmain
Betty Dain
Biolash
Blow Pro.......................22, 23
Bodyography
Burmax
Cameo................................31
Clairol.................................30
ColorProof.........3, 8, 9, 22, 23
Conair.................................22
CND
Cricket
D’Clinque
Dennis Bernard
DHS
Divina.................................31
Essie...................................34
Esuchen
Eugene Perma
Flowery
Footlogix
Fromm
Gena
GiGi
Giovani...............................31
Graham
HairArt
Helen of Troy
Hotheads.......................25, 28
Hot Tools
IBD
ICON...................................31
Intrinsics
It’s a 10..............................23
Jatai
Keratin
Complex......22, 26, 27, 29, 31
Keune.............6, 7, 22, 23, 36
King Research
Malibu C Wellness
Marianna
Marilyn Brush
Mason Pearson
Mediceuticals
Milbon..........................12, 13
MIN
Moroccanoil.............14, 15, 22
Morris Flamingo
Mutual
Neuma..........................15, 22
Nufree Nudesse
Onesta................................30
OPI.............22, 31, 32, 33, 34
Oster
Palladio
Product Club..................30, 31
ProTools
Pure Blends.........................21
Rejuvenol
Ri Ci..................................4, 5
Roux
Rudolph
Salon Tech
Savannah
Seche
Soma
Sparks................................30
Spornette
Style Edit.............................30
Suddz..................................31
Tend Skin
Terax
TheraBath
Therapro
Tresemme
TruBeauty...........................31
TruDesign
Turbo
Tweezerman
Wahl
Wella
Wet Brush
White Sands
X Fusion..............................30
YYC
Z.One Concept...10, 11, 22, 23
Zotos..................................31
4 EASY WAYS TO ORDER
1. E-Mail us at cs@trubeautyconcepts.com
2. Contact your Tru Beauty Concepts Sales Consultant
3. Call our Customer Service Department at
(888) 371-5040
4. Visit us at our store:
109 Street Rd., Southampton, PA 18966
2
Not all products available in all territories – contact us for more information. Not responsible for typographical
errors. Pictures may not exactly match advertised promotions. Promotions limited to on-hand quantities unless
otherwise specified. TBC reserves the right to correct errors and limit quantities. All material contained herein is
subject to trademark and copyright protection. Copyright 2014 Tru Beauty Concepts, Inc. All rights reserved.
35
The cover model look was created by Alfaparf Milano
M AY / J U N E 2 0 1 4
Tru Beauty Concepts - Trusted, Respected, Unique
1-888-371-5040 | www.trubeautyconcepts.com
INTRODUCING
RI CI
pg. 4 & 5
STYLE YOUR
SUMMER
pg. 22 & 23
ROUNDTABLE
OMBRE STYLES pg. 24 & 25
w w w . tr ub eautyc onc ep ts. c om