ZO Skin Health’s Antidiversion Strategy

Whether it’s on Amazon, eBay or a third-party Web site, diversion exists, but let’s face it, the beauty industry doesn’t really want to talk about it. But ZO Skin Health is one of the few exceptions addressing the issue so that its consumer has a good experience on all fronts. One unusual development is that the typical diverter of the Seventies and Eighties has been reincarnated into a new and unexpected persona — a doctor. “We want to have a lot of integrity,” said Jim Headley, chief executive officer of ZO Skin Health, who noted the products are exclusively sold in physician’s offices. “We don’t want to divert goods ourselves and it’s one of our key tenants on how we operate our company.” The company allocates around $400,000 for its antidiversion strategy and according to Headley that will likely continue. “We do daily moderating and we get results of who’s selling the product online,” said Whitney Gibson, ZO Skin Health’s lawyer, who added that they’ve caught physicians, employees of physicians and their family members selling items online. “Then, if we find anybody, we’ll send them a cease and desist letter. The minute they tell us the source of the product, we demand that they

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Eva Longoria Launches Bedding

EVA DOES BEDDING: Eva Longoria has teamed up with J.C. Penney to launch an exclusive new bedding collection in over 100 Penney’s stores and online starting today. Eva Longoria Home — the actress’ first home collection — offers a line of comforter sets, decorative pillows and window treatments in various prints and finishes. “Partnering with Eva Longoria is such a natural fit for J. C. Penney,” said Liz Sweeney, chief merchant for Penney’s. “She is known for her classic style and timeless beauty, and she has an approach to design that will resonate with our loyal customer base.” Prices range from $129.99 to $169.99 for a bedding set, which includes a comforter, two shams and a bed skirt. Coordinating decorative pillows are $34.99 to $39.99. Matching valancies and drapes are available at jcpenney.com. “Each bedding ensemble offers a unique aesthetic inspired by Moroccan lattice, the deep blue Mediterranean Sea, the serene lavender fields in Spain and ornate Moorish tiles that give any room a touch of worldly elegance,” said Longoria. “By drawing inspiration from these beautiful and exotic places, I can help others create a home that is stylish, yet casual and inviting.”

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