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Diversion...

don't be part of it

Protect your business!  Join the fight to stop diversion!

NEW! INVESTIGATIVE VIDEO REPORT ON DIVERSION
Safety isn’t the only issue consumers need to worry about when purchasing salon-only products from their local grocery store, drugstore or superstore…their wallets will suffer too! Undercover shopping found that prices of diverted products were 10-20% higher than what they would be in a salon.

Watch this investigative video report on diversion from the L’Oréal Professional Products Division. Educate yourself on the risks of diverted salon products so you can inform your clients and encourage them to buy their retail products from your authorized salon. Or send them to Redken.com/anti-diversion to watch the video.

 

 

REDKEN'S QUALITY GUARANTEE
Because of the confidence we have in all our products, for the 1st time ever, we are offering a Quality Guarantee on our products sold ONLY in your salons and spas. If your client is not satisfied with the product's performance, they can present their receipt for a full refund within 4 weeks of purchase. To learn more, read the letter from David Craggs, President of Professional Products Division for L'Oreal USA. (VERSION EN ESPAÑOL)

VIDEO MESSAGE
Check out this video educating consumers about diversion and encouraging them to purchase professional haircare products only from authorized salons.  Tell your clients to watch it on Redken.com, YouTube or on Redken’s Facebook page to learn more about product authenticity.  

 

DISCUSS DIVERSION
Visit DavidCraggs.com to engage David Craggs, President of Professional Products Division for L'Oreal USA, on the topic of diversion and to read more important information.

READ THE LETTER:
Download and read this letter
from David Craggs, President of Professional Products Division for L'Oreal USA addressing the new Quality Guarantee and the issue of Diversion. (VERSION EN ESPAÑOL)

SHARE WITH YOUR CLIENTS:
Download and share a letter to consumers from David Craggs, President of Professional Products Division for L'Oreal USA, with your clients to start the discussion and help educate them on the issue. (VERSION EN ESPAÑOL)

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.