Kerastase

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

L'Oreal is probably the best in the industry at controlling diversion when they want to . Their anti-diversion efforts for their Kerastase program shows that if they choose to protect a brand they can. Kerastase is considered L'Oreal's premium brand and the diversion activity is nowhere near the levels of Matrix or Redken.

The simple explanation for this is that they controll their distribution network. Plus they use different bottle types and differnet labeling for their foreign distribution thereby making it impossible to re-sell into the U.S. market. Any U.S. base salon products manufacturer that was really serious about stoping diversion would simply change the labeling for all of their foreign market products and that would dramatically curtail diversion.

L’Oreal USA, Inc.
575 Fifth Avenue
New York, NY 10017
800-496-0671

Jean-Paul Agon, CEO
E-mail Mr. Agon directly with evidence of diversion at: jpagon@fr.loreal.com