Industry News

David Craggs Tackles Diversion

Maggie Mulhern | July 10, 2011 | 8:14 PM

I was stunned.  In the professional industry we are so “tuned in” to diversion that it’s kind of shocking to meet anyone in the beauty world NOT familiar with the unauthorized sale of products at non-salon retailers. Wow.

David Craggs Tackles Diversion

The Web and Blog editors assemble in the Theater.

As we filed in to the theater in the Tribeca Grand Hotel in NYC, I realized I was surrounded by 30 web editors and bloggers totally oblivious to our diversion drama. David Craggs, US President of  L’Oreal PPD, greeted us and then presented a seven minute “Anti-diversion Investigative Film”. The mini-movie was done from the perspective of an investigative reporter going in depth and reporting on not just the reasons to buy professional products in a salon, but on the potential hazards on buying outside an authorized retailer.

In this video I was able to talk to David about the "3 Cs."

The event was designed to get these members of the press on board and to address the situation to their readers. Based on the questions and comments after the presentation, it was obvious that the film offered frightening enlightenment to most of those in the audience.

The editors and bloggers were invited after the presentation into a special room to see, touch, feel and ultimately take the real undiverted products under the L’Oreal Professional umbrella.  We were introduced to the PR and Marketing teams working with Matrix, L’Oreal Professionnel, Logics, Pureology, Artec, Mizani, Redken, Kerastase and Shu Uemura Art of Hair products.

David Craggs Tackles Diversion
Maggie meets with David Craggs.

David Craggs Tackles Diversion
Shopping all the PPD products.

“We are totally committed to fighting diversion,” David Craggs said to me during our shopping spree. “We’ve developed a secondary coding system that is 100% in tracking products.”  Putting his money where his mouth is, Craggs has cut off diverters and more than $30 million in product sales.

David Craggs Tackles Diversion
Maggie hits the shopping room and checks out the latest and greatest products.

As the editors and bloggers departed, toting suitcases filled with L’Oreal PPD products, we were asked to sign a “PLEDGE BOARD” signifying OUR commitment and (for most) newfound realization of the diversion problem.

David Craggs Tackles Diversion
The “Pledge Board.”

Here is David Craggs President’s blog ( It’s totally worth a look.

Facebook Comments

More from Industry News

Salon Business News

The Millennium Experience Will Welcome Non-Millennium Clients For the First Time in 2017

Elizabeth Jakaitis | October 21, 2016

For the first time in its 16-year history, The Millennium Experience will open its doors to all industry professionals. Hosted by Millennium Systems International, the annual conference will include hair shows and inspirational speakers, aimed to celebrate the future of the industry and to inspire attendees to try new strategies that will benefit their brands.

Industry News
Industry News

New Brand Jirano Beauty Addresses Textured Hair Needs With Organic Ingredients

Elizabeth Jakaitis | October 20, 2016

Jirano Beauty is a new hair care line designed specifically for those looking for naturally defined curls, and to address the concerns unique to women with curly, textured hair. The coconut-oil based range is founded by twin sisters Jane and Jedi Nyachiro, with products based on traditional family recipes from their native Kenya that have been passed down through generations.

Load More