Beauty brand tackles counterfeiting and diversion

Product counterfeiting and diversion plague every industry. That’s why brands like OZNaturals, a leader in natural skincare, are proactively confronting these supply chain threats. OZNaturals has spent the past six years building a global distribution network and now sells in over 80 countries, including India. Previously, the company sold almost exclusively online, and according to the company’s statement, the diversion was not an issue. As international sales increased, both diversion and counterfeiting became greater issues. Despite having a strong distribution network with only a handful of primary distributors, OZNaturals has a diversion issue. With their current tracking solution, the company can identify where diversion is happening and some of the offenders, but not nearly enough. In addition, counterfeiting has been occurring for several years and is only getting worse. The company has only been able to identify that the most significant culprits are operating out of China. Products and packaging are being counterfeited, with both counterfeit and real product co-mingled into counterfeit packaging. Counterfeiters are even replicating the UPC codes, lot numbers, and sequence numbers…

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