What is diversion?
Diversion is when products meant for exclusive distribution at a hair salon end up on the shelves of an unintended retail store or other unauthorized location. In terms of the beauty industry, diversion occurs when professional salon products like Matrix, Paul Mitchell, Big Sexy or American Crew are sold at non-salon locations.
Diversion Update: Keratin Complex 02/18/2014
I wanted to take a moment and update all of you on the steps and actions that KC has taken on diversion over the past few months.
While we have seen a decrease of KC products on retail shelves, we are still working diligently to clean up those shelves even more. With support of our international partner, The Kirschner Group, Keratin Complex has terminated four international distributors for diversion. These diverted products were found in mass retail chains like CVS and Rite Aid just to name a few. Additionally, we have found not only diverted products in mass retail, but those products had been tampered by the removal of IDENTIFYING KC codes as well as other regulatory legally mandated production codes....
As you all know, diversion per se may not have a legal restriction , but enforcement of a contract or tampering with product does offer legal protection. These are serious violations for KC and consequently
actions are been taken against those distributors swiftly.
Lastly, I am excited to share that Keratin Complex will be implementing a new scanning and coding system within the next couple of months. This new system is vital in the launch our rebrand and more importantly regaining our integrity and commitment on division with our distributors, salons and stylists.
Thank you for your continued support.
VP of Worldwide Sales and Education
We at RWA ask for your help by reporting diversion to us, (see email address below) and by continuing to make the line available to your customers so they do not seek or buy the line elsewhere.
Help us stop diversion!
Report any incidents of diversion of OUR BRANDS to: [email protected]