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A Simple Plan to Wash Diversion Down the Drain
In the Age of High-Tech Anti-Diversion Technologies, Building Partnerships One-on-One is One Manufacturer’s Solution
Chicago, IL These days, anti-diversion measures in the professional beauty industry sound like something out of a Tom Clancy novel – involving nanotechnology, invisible micro-dot coding and thermochromic inks, all designed to better track itinerant products and target guilty parties. Some manufacturers also opt to eliminate the barcodes on products altogether, so that major retailers won’t want to stock them at all. Strict contracts for professional beauty supply distributors are also a tactic that some beautycare manufacturers now employ to prevent theft. However, even with all these protective measures and more in the making, diversion continues to grow as an uncontrollable challenge. According to the newest Beauty Industry Fund’s ACNielson Market Decisions Data, illegal product diversion has risen an alarming rate of 20.7 percent over the past year and is a key concern for every major beautycare manufacturer.
In a world ruled by complicated technology, security and policing, sometimes a little simplicity goes a long way. Chicago-based John Amico Products has built a diversion-proof policy into its very structure, stopping the potential for diversion before it ever begins. With professional John Amico Haircare Products, salon businesses purchase directly from the manufacturer, so no distributor or middleman is ever involved. Members file a shareholder’s agreement and enroll in their Share The Wealth Program before they ever receive products. By retaining this kind of strict control over the distribution of their John Amico Products, no complicated tracking systems are needed. Salons and day spas selling products with this type of guarantee report that they feel secure knowing their merchandise is not going to show up for sale just anywhere.
More and more licensed hairstylists and estheticians are now seeing their professional beautycare products made available to the public through drugstores, grocery stores and the internet. Besides the risk of contaminated or counterfeit goods, the consumer is foregoing what he or she goes to the salon or spa for in the first place – a professional recommendation to determine which products are best for their haircare and skincare needs. Consumers trust their hairstylists and estheticians to advise them on what they will need and a lot of money can be wasted on purchasing the wrong products for hair or skin types. John Amico Sr. notes, “We invest a large amount of money in advanced training and technical education for our hairstylists, and the client receives the benefit of that training.”
A one-on-one relationship with their members is a strong priority for John Amico Products. They compare their company to Cape Canaveral and the individual salon owners to astronauts. “We’re their lifeline,” says President John Amico Jr. “We want them to be able to survive using only our products. We work together to make alliances.” Direct communication with salon owners is only one of the benefits this product company can offer, along with reliable, high-quality products, affordable prices, exclusivity with no chance of diversion, education, profit-sharing, retirement planning, charitable help, and simply being there for salon owners when needed.
Education is a major benefit of membership and Amico offers many regional classes throughout the year. Ninety percent of the classes are free to their members and most remain open to all salon professionals. They offer ongoing monthly free classes in Chicago, a special Leadership Conference once each year, a Haircolor Conference and regional events as well as their two largest events, “Chicago-Chicago” and their annual Supernatural Salon Cruise held every January in the Caribbean. John Amico carries over 1,500 items and nine lines with every product a salon could use as well as the Share the Wealth program, a profit-sharing program where owners receive dividends as well as bring in monthly profits from their host members.
For more John Amico Product information, call 800-676-5264 or visit their website at www.ShareTheWealthSalons.com.
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