In an effort to address diversion, which continues to plague the professional beauty industry, the Beauty Industry Fund (BIF) has launched the Guaranteed Real campaign. The campaign provides salons with information to help them discuss diversion with their clients. Materials available to salons include a counter card and an FAQ sheet addressing diversion as it relates to the consumer.
According to the BIF, in 2005, diversion is estimated to reach a $348 million retail cost to salons and distributors, a 15% increase over 2004.
The BIF is comprised of several professional beauty manufacturers as well as distributors. For more information, visit www.beautyindustryfund.com.