L’Oreal Creates New Natural Line Called R.A.W.

The company Matrix/Biolage a hair care company that is a division of L’Oreal has been working on a line of all natural products called R.A.W. Dan Bethelmy-Rada, global brand president, is responsible for the new line of natural products.

The new line R.A.W. originated from the realization that consumers want 100 percent natural products. The company wanted to offer a wide range of products that were sustainable and easy on the environment. These products would be made environmentally safe from manufacturing to packaging.

All R.A.W. products use natural ingredients that are biodegradable. Their products do not have silicone, parabens, or sulfates. They use ingredients that can be tracked to sustainable sources. Some ingredients they use are quinoa husk, coriander, and volcanic clay. The ingredients for R.A.W come from green chemistry, says Dan Bethelmy-Rada. This is chemistry that respects the environment.

The company looks at the life cycle of each product when formulating the ingredients. The ingredients come from plants and mineral. Shampoo and conditioner bottles are made from recycled plastic. About 70 percent of all ingredients are natural.

The team researched and worked on testing the formulation, packaging, and production methods. These tests helped the company stick to L’Oreal’s high standards for the R.A.W. line. The testing increased the price of the products.

Another problem they encountered was finding ingredients for the products. They wanted to market the products to consumers and salon and spa professionals. Through social media, they set up a training program for salons in the US. They taught salon workers to use less water and power and how to set up a daily sustainable routine.

This digital campaign had videos on YouTube and other social media. They had videos and testimonials on Instagram, and many of their videos were viewed several thousand times. They received about 90 percent positive reviews on the new R.A.W product line. The products will be available in the US and Europe in the next few months.

Dan Bethelmy-Rada Rise Through the Ranks at L’Oréal

Part of the huge success currently associates with L’Oréal has been owed to its global brand perception. The credits for this success have been attributed to the work of the Global brand president of L’Oréal professional products division, Dan Bethelmy-Rada.

While at a tender age of 40 years old, Dan Bethelmy-Rada reigns as the youngest DMI general manager to ever hold a senior position at the firm since 2015. This comes after a stint lasting 15 years at the L’Oréal Paris and the Garnier Brands.

Due to the wide experience gained while working under L’Oréal, Dan Bethelmy-Rada has transformed into an innovator in the field. The space granted him the chance to hone his skills when it comes to marketing and a digital strategy in the management of the brand. This is in addition to progressing the approved practices as part of a proponent in the continued education and diversity in the workplace.

Over the course of his tenure, Dan Bethelmy-Rada has performed oversight of a large and dedicated team. He also holds a track record for the successful training of the candidates who fit the top marketing positions. He has also been at the forefront of pressing for inclusivity and representation across the firm.

Some of the core principles held by Dan Bethelmy-Rada include being focused, determined and ambitious. These attributes have managed to be instilled in the team development at L’Oréal which embraces the diversity in talents and which add to the success of the Matrix brand.

Other roles that Dan Bethelmy-Rada holds other than the brand’s strategy across the globe include the brand image, digital strategy, education strategy, advertising and the product and services development. He was at the forefront in the development of the creative teams across the world on local initiatives which resulted in strong innovation plan.

While working under the Garneir International, he formulated the innovation plan for the wide range of the Garnier’s skincare brands across the world. This included formula, research, concepts, packaging, sun care and deodorants. He also developed and launched the rupture and other related successful innovations.

He doubles up as a holder of masters from the ESSEC Business School in Strategy and Management of International Business.

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