Most consumers don’t realize that when they buy salon-brand shampoos, like Biolage, at their local drugstores, they’re actually paying 15% more than if they had just bought it at a salon. Who knew? (I sure didn’t.) Turns out when salon product doesn’t end up being sold in a salon—it’s considered to be “diverted.” So in an effort to educate and grab the attention of consumers, and in order to show some support to the fed-up stylists losing sales to diversion, we created a 360º campaign and movement, encouraging all to Stay True.

POS cards that were featured in Biolage salons nationwide: