JOICO

Anti-Diversion Efforts Rating: GOOD / FAIR √ / POOR

The Joico brands were obtained through the acquisition of Joico Laboratories, Inc. in 2001 by Zotos International Inc.. Zotos is wholly owned by the Shiseido International Corporation, a subsidiary of Shiseido Co., Ltd. of Tokyo, Japan, an international giant and manufacturer of fine fragrances, skin care and cosmetics.

Joico's management has been publicly active in its fight against it's products diversion. Unfortunately, these standard anti-diversion efforts (web site, etc.) have little significant effect, since Joico products can be found in growing amounts in numerous mass-market outlets.

When it comes to instilling really effective measures, such as using Export Only labeling on products intended for foreign sales and effectively monitoring domestic distributors' product sell through using secondary salon coding, neither Zotos nor Joico take any real action.