WHAT IS DIVERSION?
If you don't know the answer to this question - you're not alone. Nine out of ten consumers do not know what diversion is. But you probably have witnessed it.
Diversion is when products are sold in "unauthorized" places. For example, all genuine Redken products are sold exclusively in salons. But you might come across a few bottles in your local pharmacy, online, variety store or at a discounter. Salon professional products you find outside of a salon are considered to be "diverted."
WHY DIVERSION IS BAD?
Diverted products can be counterfeit, diluted formulas, or old, expired formulas that may not be safe to use.
Redken states on all its advertising, "Genuine Products Guaranteed Only In Salons." This means if you buy our products in a pharmacy or any other outlet other than a salon, we cannot guarantee that it is an authentic Redken product that will perform as tested.
ARE YOU IN DANGER?
You could be. Contaminated or counterfeit products could cause irritation or even infection.
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?
Don't risk it, don't buy it! And tell your friends about the potential danger of diverted products! If you see a Redken product for sale outside a salon, please send us an e-mail [insert local contact here] with the city, state and name of the location where you saw the products. We will conduct a full investigation.
WHAT IS REDKEN DOING TO STOP DIVERSION?
In order to protect Redken salons and to ensure that consumers only receive the highest quality Redken products appropriate for their specific hair needs, Redken continues in its commitment to aggressively combat diversion:
- A former FBI agent in the US developed the global strategies and oversees the implementation of Redken's global anti-diversion program.
- Exclusive product coding is used to track the movement of Redken products. This is the method for tracing products to industry diverters.
- Redken representatives undertake regular shelf sweeps at unauthorized retail outlets across Australia. These products are subsequently decoded in an effort to identify diverters.
Diversion information can be communicated to Redken Australia by e-mailing us at: firstname.lastname@example.org.
You can help stop diversion!
AN IMPORTANT MESSAGE
Dear Salon Owner,
In response to your query regarding the sale of Redken products at Woolworths’ Sydney CBD store, I would like to personally assure you that Redken proudly stands by its position as a salon professional brand.
The Australian cosmetics market has been targeted with parallel imports of brands such as Redken, which unfortunately results in unauthorised stockists of our product.
I would like to take this moment to assure you that we support and promote only our authorised Redken salons and retailers. The comprehensive list of our authorised stockists is listed on our store locator at www.redken.com.au/consumers/find-a-salon.
Should Redken products be available from any other stores not listed here including online stores, suggests that they have sourced and purchased the product from overseas grey market suppliers or parallel importers.
Unfortunately, parallel importation is not illegal in Australia. However I would like to assure you that we are aware of these unauthorised channels and are taking action on behalf of you, our salons, to counteract them.
We believe that the reason Australia is a target for diverted or parallel imported Redken products, is because we have historically been priced approximately +40% higher than markets in Europe, Canada and the United States.
The good news is that we have recently lowered our prices (from April 1st) on selected shampoo and conditioner SKUs (now RRP$22.95) as an initial step to eliminate price discrepancies between Australia and the rest of the world.
As you know, nothing substitutes a salon’s professional recommendation to their clients. We urge you to continue to promote the strong culture in your salon, of stylists recommending products to their clients, to continue to deliver and maintain your Redken retail business, despite parallel importation.
I’d like to thank you personally, for your continued support of Redken.
Australia General Manager