New Sunshine turns to WS Packaging to help fight diversion and protect consumers
Steve Katz, Label and Narrow Web Editor10.09.13
Professional salon products like shampoos, conditioners, styling aids and indoor tanning lotions are increasingly showing up in unauthorized outlets such as online retail websites, drug stores, grocery stores, flea markets and more. Product diversion, although not illegal, not only hurts brand owners, distributors and salons, but it also affects consumers, due to products that are outdated, damaged, tampered with or counterfeit.
Diversion has had a detrimental effect on many businesses across the United States, but has particularly been an industry-wide problem for professional tanning and beauty salons for years. According to New Sunshine, LLC, an Indianapolis, IN-based lotion, cream and skin protection care company, product diversion is the sale of products through an unauthorized, unofficial or unintended channel that damages brand integrity, erodes distributor loyalty, reduces salon profitability, and puts end user customers at risk.
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