Dan Bethelmy-Rada is General Manager of Matrix DMI for L’Oreal USA’s Professional Products Division. Graduating in 2001, Dan Bethelmy-Rada earned his BS in Commerce at Pantheon-Sorbonne University. Later in the following year, he earned his MS – MSc’s degree in Strategy and Management of International Business from ESSEC Business School.
Today, Dan Bethelmy-Rada is the Global Brand President of the hair care brand, Matrix / Biolage. This brand has launched its new line, R.A.W. We look at an article dated April 2017. In it, it describes Dan Bethelmy-Rada and R.A.W. The article begins with the inspiration behind creating R.A.W. Dan Bethelmy-Rada says that customers want products “… to be 100% natural and sustainable, with minimal impact on the environment.” So R.A.W was born. The line up is everything “environment-friendly” from its ingredients, production to its packaging. They have indicated in the article that the products are made from “Bolivian quinoa husk to Bulgarian coriander and Moroccan volcanic clay”. It goes on to say that the ingredients are all from “sustainable sources“.
The article moves on to talk about their products priority and the obstacles they had faced in their line’s commitment to the sustainability of its ingredients from the environmental sources. Their priority was to “not compromise on naturalness”. The cost was the major challenge in this commitment says Dan Bethelmy-Rada.
R.A.W took to Instagram to welcome and promote sustainability. #LiveRaw was created to support this initiative. Their Instagram account, @Biolage, was said to receive many testimonials which also included video content. Dan Bethelmy-Rada goes on to describe his excitement about receiving 90% positive reviews for their products after its initial launch. He was thrilled that consumers recognized the line’s product quality. The article ends with the launch of their products in the European market.
If you would like to read the entire article, you may do so here.