Thursday, May 28, 2009

Diversion in Haircare

Diversion = the sale of professional haircare products in unauthorized non-salon retailers including drugstores and online retailers. This is an area that has been getting a lot of press lately. More and more companies are seeing their lines sold in places that have not been authorized to do so, or that have not bought authentic product from the company.

We've all seen Bumble & bumble at Target, which stunned me. Biolage is there, Sebastian etc. I didn't know all that much about Diversion myself until this past fashion week , where talk of it and presentations were more prevalent.

So Matrix/Biolage has decided to launch their own campaign and website to help educate everyone about this. I love their tagline " Don't Bite the Hand that Coifs ".

"Many consumers don’t realize that when they buy products at drugstores or online, they are often paying more and may not actually be getting authentic product. Diversion is an issue for but for all professional haircare brands including Matrix,Kerastase, Redken, PureOlogy, Shu Uemura, Bumble & Bumble, Aveda, Joico and more."

To help educate both consumers and hairdressers on Diversion, Biolage is launching an interactive website called http://www.staytruenow.com/ which will increase awareness for the brand’s anti-diversion strategy in the salon community and among consumers, and explain why it is so important to purchase salon products only in authorized outlets including salons and professional stores.

There is even a video section where consumers are encouraged to create their own investigative or fun Diversion video and upload it to the website. The best videos will be selected and posted for all to check out.

Here are the Top Five Reasons to Buy Professional Haircare Products ONLY in Salons

1. Products cost up to 15% less in salons than at unauthorized retailers.
2. Products are only guaranteed to be 100% authentic when purchased at salons – products sold at unauthorized retailers can actually be contaminated or even counterfeit.
3. Salons carry the most up-to-date product and newest formulations, unlike unauthorized retailers who usually have much older stock.
4. Your stylist is an expert and can give you the best advice on the right products for your hair type and condition.
5. Support your hairdresser and salon!





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