WHAT IS DIVERSION?
Diversion is when products are sold in “unauthorized” places. For example, all genuine Redken products are sold exclusively in salons. But you might see a few bottles in your local supermarket, drugstore, online or at a discounter. Salon professional products you find outside of a salon are considered to be “diverted.”

WHY DIVERSION IS BAD?
Diversion hurts your business. If clients purchase professional products outside the salon, for what they believe to be a cheaper price (it usually isn’t), then they’re not going to buy it from you.  Also, it hurts the professional industry by weakening the stylist-client relationship and the credible need for professional recommendation of the best products for the clients’ hair.

Diverted products could be a health hazard. They are often counterfeit, diluted formulas, or old, expired formulas that may not be safe to use. Irritation or even infection can result from the use o f diverted products. It’s also illegal to divert products.

WHO IS DIVERTING PRODUCTS?
Products are diverted by unauthorized distributors and salons or their employees, plus other dishonest individuals who see profit in piracy.

WHAT CAN YOU DO TO HELP STOP DIVERSION?
You can make a difference and protect your business! 

• Be suspicious of anyone wishing to purchase products from you in bulk.
• Don’t risk it! If you are approached by a product collector, don’t buy their story. Get their name, telephone number and license plate number and contact the Redken Diversion Hotline immediately at 800-503-3997 or NoDivert@AOL.com. Rewards are available.
• Spread the word! Tell your clients about the potential danger of diverted products. 
• Keep an eye out for diverted products! If you see Redken products for sale outside a salon, please e-mail us the city, state and name of the location where you saw the products. We will conduct a full investigation.

WHAT YOU SHOULD DO IF APPROACHED:

• Decline their offer and tell them they are unwelcome in this industry
• Accept the diverter’s business card if offers, and note the liscense plate number of possible.
• Report the contact to the Redken Diversion Hotline at 800-503-3997 or at NoDivert@aol.com
• Share the information with other salon professionals in your area. Remind them they will lose the Redken line if they sell to diverters.

WHAT IS REDKEN DOING TO STOP DIVERSION?
Our Anti-Diversion Strategy focuses on the sources of diversion, which means uncovering authorized distributors and salons that intentionally divert our products. We code. We shop. We terminate. Specifically, Redken’s efforts include:
 

• Over $3 million invested in state-of-the-art product coding system to track diverters
• Extensive consumer awareness campaign to eliminate support of diversion:
• Public relations efforts with top fashion & beauty publications
• Dedicated section on Redken.com
• Once identified, Redken takes firm action on diverters including full investigations, terminations and when necessary, court proceedings. Over 300 salon contracts have been terminated.

JOIN REDKEN AND GET SERIOUS ABOUT STOPPING DIVERSION.