1: get the real deal...not a bogus steal.
The only way to guarantee authenticity is to buy Paul Mitchell at a professional
hair salon.
2: ewwww! Independent tests of counterfeit product found dangerously high levels of bacteria and other impurities that can make you sick.
3: why pay more? Diverted product in discount, drug or grocery chains usually costs more than the real thing.
4: stop bad hair days! A leading cause of bad hair days is using the wrong hair care products. Ask your hairdresser about the products you need to make hair look and perform its best.
pre-written news article
Fill in the blanks and send this to your local or community newspapers, put it in your salon
newsletter and post it to your salon’s Web site.
The next time you buy a professional hair product in a drugstore or grocery store, you may want to think twice. It’s either
diverted or counterfeit, and using these products could put your health at risk.
The professional hair care industry identifies product as ‘diverted’ when a professional-use-only product or a product that
requires a professional recommendation shows up on grocery, drug or Internet store shelves. In most cases, manufacturers
will guarantee professional hair care products only when purchased from a hair salon. John Paul Mitchell Systems, manufacturer
of Paul Mitchell, is one such company.
“ The professional salon industry is our only business,” said John Paul DeJoria, Chairman
and CEO of John Paul Mitchell Systems. “If you buy Paul Mitchell at a grocery
store, drug store or from the Internet, it’s not authentic and it’s not guaranteed.”
it’s a health hazard
How diverted products reach mass retail shelves is a dark story. Generally acquired through the gray or black market,
diverted products are tampered with, so what’s on the label is not necessarily what’s in the bottle.
Counterfeit products are even more dangerous. Independent tests run by FOX News found toxic levels of bacteria in the
counterfeit products it analyzed. More importantly, these types of diverted products can make their users sick enough to
require medical care. (Source: FOX News, June 2003 and independent laboratory analysis.)
it’s a steal—not a deal
Buying diverted products can actually cost more than if you purchase authentic products at a hair salon. The product
passes through so many hands before reaching a mass retailer’s shelves that a single bottle can cost as much as $3 more
than if it was purchased in a hair salon.
quote from salon owner: “We did our own price comparison by randomly shopping
local grocery stores,” said <<name of salon owner>>. “What we found was that a
bottle of <<name product>> cost $xx.00 more at the grocery store than if a client
had purchased it from us.”
it’s professional for a reason
Manufacturers invest millions of dollars to train hairdressers on the proper use of professional salon products. In turn,
hairdressers share their expertise when recommending products clients can use for their hair type and condition.
Quote from salon owner: “Our hairdressers take their work seriously and participate
in ongoing education to keep their skills sharp and their professional recommendation
legitimate,” says <<salon owner’s name>>.
(((end of story)))
For more information, please contact the John Paul Mitchell Systems Product Control Hotline at 1-888-398-8884.
<<**keep the receipts from your price comparison. If the local newspaper asks for them, you’ll be able to prove your facts.>>
caution: this shampoo may be hazardous to your health
5: spread the word!! Tell your friends about the risks of buying professional products anywhere but at a salon.
• Paul Mitchell is only guaranteed when sold by a professional hair salon.
• Profits from salon product sales make it possible to add the little extras that make the salon experience special and unique.
• Paul Mitchell product purchased in a drug store, grocery store, through the internet or at any other unauthorized outlet,
may be old, stolen, counterfeit, diverted or tampered with.
• Counterfeit hair care products were independently analyzed and found to have dangerously high levels of bacteria and other impurities—enough to make you sick. (Source: FOX News, June 10, 2003 and independent laboratory analysis)
• Clients buy product at mass retailers because they think it’s a deal—but it’s usually a steal. Diverted product changes so many hands it’s usually more expensive in a discount, grocery or drug store than at the salon. (Source: FOX News, June 10, 2003)
• Display the Paul Mitchell product control POP to reinforce your message.
