Why Stylists Should Take a Stance Against Diversion
There comes a time in every stylist’s career where his/her client cheats and purchases product outside of the salon. The client may justify these transactions for a variety of reasons – they don’t have time to wait on product to be restocked, they don’t want to make a special trip to the salon just for hairspray, or they just read about something new they would like to try and their stylist doesn’t carry it. So, convenience wins and they shop on Amazon or through another unauthorized retailer, ultimately contributing to two words that have a created a world of confusion in the beauty industry: Product diversion.
Because product diversion has become increasingly prominent (all in thanks to the “gray market”), it is starting to create a blurred line where manufacturers and stylists, unfortunately, only see diversion as a fact and no more.
Salon professional products are meant to be recommended to consumers by the stylist, and with products showing up now more than ever in the places we buy paper towels and food, stylists need to make a conscious effort to educate themselves and their clients.
When a client buys a product in a salon, it creates a sense of consumer confidence they can’t find elsewhere, not to mention an extra source of revenue for the stylist. It also stops the consumer from purchasing product that has been obtained through the “gray market,” where in many instances product is expired, counterfeit or tampered with. Unlike manufacturers who have strong anti-diversion policies in place, stylists must create their own.
Knowing all of this, how can you as a stylist guarantee that your clients and other consumers purchase authorized and safe products?
Help your consumers become part of the solution and not the problem by offering them in-salon, exclusive deals they can’t find elsewhere.
“As a stylist, our job is to be our client’s hair doctor. A real PDH – Professional Hair Dresser,” said Loxa Beauty hair stylist, Grace Watson. “We’re trained, experienced professionals, and we’ve seen all kinds of hair texture, color and style. Our job is to understand you and your hair, then prescribe the products you need to achieve salon-looking hair at home. It’s our responsibility to teach you how, when and where to use each product.”
Educate your clients on how to spot diverted product at local retail stores by looking at labels and keeping an eye out for the phrase, “For sale in professional salons only,” or “Guaranteed only when purchased in a salon.” These statements typically convey that product has been diverted.
Make individualized product recommendations for your clients. Not only does this create a potential sale and commission for you, it builds a transparent relationship with your clients they can’t get anywhere else.
If clients really want a specific product, give options such ordering it through the salon. If it isn’t available in the salon, suggest an authorized, reliable retailer such as ecommerce website, LoxaBeauty.com, which is an added bonus to quickly and easily give a commission back to the stylist with every purchase.
“While other manufacturers fight over who diverts less than whom, Framesi has never diverted. Loxa Beauty helps us ensure that even online purchases benefit you the stylist. Framesi has always been... just for you,” said Dennis Katawczik, Framesi North America.
Salons, stylists, distributors and manufacturers can all take steps to prevent product diversion, but as a stylist, you have the opportunity and voice to proactively educate and support the overall health of the professional industry.