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.