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.
