MS: YOU HAVE A STRONG ANTIDIVERSION PROGRAM. HOW DO YOU IMPLEMENT THAT?
JF: On our website, we tell stylists how they can help us fight diversion. We track down and cut off distributors who divert our products. The fact is, you can’t find everyone, and no matter how hard you try, you might find your products in mass outlets, next to other professional brands—it is just what is happening. We instruct salon professionals how to inform us if they see MNO in unauthorized outlets, but most importantly, we align ourselves with the best distributors and we make it easy for them to do business with us. We work very carefully on our distributor contracts and we do not impose quotas. We have the best distributors in place in each area and by removing unrealistic quotas, we remove the temptation to divert. My focus is not as much on the dollars but on increasing our market share.
John Fasan, CEO of MNO MS: HOW ARE YOU CONTINUING TO CREATE BUZZ ABOUT MNO?
JF: As part of our marketing plans, we are committed to a substantial trade advertisting campaign to educate stylists about this next generation of oils.
We have an incredible number of videos on YouTube that have been placed by salon professionals and by beauty bloggers who love our products. Of course, we are active on social media and have thousands of fans. It’s a real worldwide following.
As we expand our lines, especially with Straight Wear, we have strong education programs in place and provide a series of web-based product knowledge videos.
We are happy to announce that stylists can expect a new oil-based hair color line from MNO later this year. Stay tuned.