Dan Bethelmy-Rada is Global Brand President for Matrix and Biolage L’Oreal Professional Products Division. He and his team recently made the U.S. launch of R.A.W., a line of all-natural and sustainable haircare products.
During the creation phase, Dan Bethelmy-Rada and his team recognized that the new range would have to meet consumer demand for products with minimal environmental impact and all-natural ingredients. The team met obstacles as it sought to make every aspect of R.A.W. products meet that criteria. Despite the difficulties, R.A.W. products are environmentally friendly from every standpoint, which includes formulation, packaging, and manufacturing.
One of the challenges that Dan Bethelmy-Rada’s team faced was sourcing uncontaminated clay. The difficulty was so great that the decision was made to delay the line’s launch date so that the commitment to quality, all-natural ingredients could be maintained by finding a proper clay.
Another challenge was the expense of doing the research to make sure every phase of the process met standards for sustainability, naturalness, and L’Oréal quality. The final product price reflects the research costs.
After overcoming challenges to create R.A.W., the next phase of the process was making consumers and haircare professionals aware of R.A.W.’s philosophy. Dan Bethelmy-Rada and his team used a two-pronged approach to accomplish that goal. One approach was to educate hairdressers in over 700 U.S. salons in sustainability practices. The training program gave stylists practical tips to conduct their daily business in a sustainable way.
The other method for raising awareness was to debut the #LiveRaw online marketing campaign. It features a mix of product testimonials and education on sustainable living on Instagram and YouTube. Dan Bethelmy-Rada is pleased that R.A.W. products have received 90 percent positive feedback online and that customers are sharing how impressed they are with the quality of R.A.W. shampoo. The next goal for R.A.W. is to launch the product line in Europe.