Dan Bethelmy-Rada is the current Global Brand President in a United States professional hair brand. The company’s name is called Matrix/Biolage. The institution has been aiming to create a product R.A.W that contains all natural ingredients and offers the best service to its clients. In this article, he talks about the process, challenges they faced when creating the product and how his team overcomes them.
R.A.W came into the world as a result of the customer’s need for natural products in the market. Customers want products that have a minimal effect on their bodies and to the environment. Given the support by L’Oreal, Matrix created R.A.W with the objective to fulfill these claims. They used a new approach to manufacturing and also in packaging.
The product is packaged in a way that the bottles used can be recycled to avoid unnecessary impact on the environment. The formulas used in its creation contained natural and biodegradable elements. No sulfates or silicone is involved in the manufacturing process since the ingredients came from traceable sources. Dan Bethelmy-Rada says that R.A.W looks at the life cycle of all resources used in the production process to achieve the principles of green chemistry. This principle helps in the effective utilization of the available resources.
Most of the ingredients are acquired from seaweeds, plants, or honey. Dan Bethelmy-Rada and his team never wanted to compromise on naturalness. He worked with a research team that conducted a number of tests to ensure the product met L’Oreal standards.
Cost and time were a major challenge to Dan’s team. Time used to transport raw materials was not enough since they would get contaminated. Dan recalls a scenario when they transported clay thus compromising its natural formula. R.A.W initiated an educational programme that taught hairdressers and customers to live sustainably. This has been done in more than 700 salons in the US leading to a significant impact on the company. The company’s @Biolage Instagram account has testimonials and video clips which spreads the message of living sustainably and using R.A.W products. Dan Bethelmy-Rada has a passion for traveling, photography, and fashion. The commerce graduate uses his photography skills to advertise the products. Due to the positive comments and approaches by individuals, Dan is set to enter the European market.