Hair Product Manufacturers Reveal How Their Companies Combat Diversion

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Hair Product Manufacturers Reveal How Their Companies Combat Diversion

Diversion is a huge concern for many manufacturers, including those in the hair care industry. Recently, an article in American Salon Magazine revealed how some of the best-known manufacturers of hair care products combat diversion. While there is certainly no way to prevent 100% of the diversion that takes place across various industries today, it's good to know that some manufacturers do make a real effort. Here are a few you will find interesting: John Paul Mitchell Systems works closely with distributors, warehouse employees, salons, the sales force, and other entities to ensure all who are involved know what diversion is, how it occurs, and its impact on the industry. According to Director of Brand Protection Vikki Bresnahan, JPMS strives to get everyone involved, teaching all entities how to recognize diversion, and how to report it. Purchase limits are set to discourage diversion as well. Bresnahan reported that potential diverters are identified and stopped on a daily basis. Keratin Complex makes a concerted effort to protect the salon and beauty industry, and has established a three-part process to ensure that the company's products remain only in professional salons. The first step of the process involves Keratin Complex working in conjunction with distributors who are like-minded, and dedicated to protecting the integrity of salon professionals and the products they promote. The company also has an anti-diversion campaign in place which monitors purchase history via a system of checks and balances. Third, a coding system makes it possible for the manufacturer to track those products that are most often diverted, ultimately maintaining control over the products' final destinations. At Markem-Imaje, we understand the issues hair care manufacturers and other industries face with diversion today. Our industrial traceability solutions not only make for efficient recalls, but protection from diversion as well. We offer a full line of integrated solutions for manufacturers across a wide array of industries around the world.

January 10, 2014
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