American Salon - July 2009

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AN OPEN LETTER TO THE INDUSTRY:
Diversion — still on the rise. In the first half of 2008, diverted dollars in the beauty industry
increased 16% over the first half of 2007 to $247 million.
Collectors are using new tactics. Aggressive e-mail campaigns promise that the collector is strictly
supplying markets outside the U.S., and guarantee safety from detection. Don’t be fooled. Not only
are these products staying within the United States, Aveda’s current state-of-the-art diversion coding
technology is effective and undetectable — there is no safe route for diverted Aveda products.
Aveda’s Zero Tolerance Policy. Whether these Aveda products end up in the Middle East, Asia or
the U.S., it’s still diversion. It’s unethical and damaging to our industry. Our zero-tolerance stance
has reduced the diversion of Aveda products by 17% in the first half of 2008* over the same period
in 2007, and 61% over the last two years. Our share of diverted volume is 0.2% as of March 2008.
We need your help to identify diverters. We will reward $500 cash to anyone who supplies us
with verifiable information that leads us directly to a salon or store diverting Aveda product — not
to an unauthorized online or retail location. Contact our Diversion Hotline at 877.972.8332 or
stopdiversion@aveda.com.
Yours in service,

Dominique Conseil
president
Join our network of salons and spas toll-free at 888.283.3227 or aveda.com.

BAD NEWS
Diverted products in the
beauty industry have increased.*

+16^%

–17^%

cut out & save

GOOD NEWS CONTINUES

Aveda product diversion has dropped by 17% and is still dropping.* *First half 2008 vs. first half 2007. Report provided by A.C. Nielsen 2008 survey for the Professional Beauty Association (PBA) and the Beauty Industry Fund (BIF).

DIVERSION RESPONSE CARD When a collector calls, say: “The health of our clients is our primary concern: We have signed a pledge to sell only authentic Aveda products and only to our clients. ”