Dan Bethelmy-Rada has been the Global Brand President for Matrix/Biolage for several years, and the past two, he’s had a pet project with the US professional hair care brand.
Mr. Dan Bethelmy-Rada has been focusing on creating an environmentally friendly hair care range that’s as natural and sustainable as possible. According to the Global Brand President, he was inspired by the market itself; as he put it, many of his competitors were merely naturally-inspired.
However, Dan Bethelmy-Rada soon realized that customers were crying out for a product range that was natural. With that in mind, he set about creating the R.A.W. hair care range, which has recently hit shelves. However, the process of creating the range may not be as simple as you’d expect; in fact, Mr. Bethelmy-Rada and his team had to overcome a series of hurdles throughout its development. Chief among these were costs associated with the ongoing testing of ingredients and the overall product itself. This was because Matrix/Biolage was backed by “L’Oréal’s Sharing Beauty With All” programme.
This meant that the company had a high standard to achieve, which meant extensive testing and improvements to do so. This wasn’t just focused on the product, however; packaging was also a major factor, and Dan knew that it would also have to be renewable, sustainable and properly sourced. Because of that, the entire R.A.W range was formulated by Matrix/Biolage in-house; that way, they could ensure that everything was environmentally friendly and was utilized from the initial formulas up to the packaging used with every product. Go To This Page for more information.
Another issue was the sourcing of quality products; because everything was natural, the company needed to find a supplier who could deliver ingredients without anything going wrong. Find More Information Here.
As an example, Dan Bethelmy-Rada Loreal used clay. According to Mr. Bethelmy-Rada, the clay they initially purchased kept getting contaminated during transport. This eventually led to the company having to choose between pushing back the release date or compromising the formula; they ended up pushing the release date. As a result, natural ingredients make up at least 70% of the brand’s products; furthermore, the products are over 98% biodegradable.
Learn more about Dan on https://ideamensch.com/dan-bethelmy-rada/