Consumers are always looking for natural products that will have fewer consequences on Earth. There is a need for items that are completely natural and have a sense of sustainability. Dan Bethelmy-Rada, the global brand president for Matrix, has capitalized on this new-found desire by clients. Matrix is a professional hair care brand that meets the needs of their United States consumers. This is why Dan Bethelmy-Rada decided to create R.A.W., a revolutionary line that creates hair products that are environmentally-conscious. But it wasn’t an easy task to accomplish.
Making products that matched the standards of L’Oreal, while maintaining ingredients that were biodegradable was not simple. Dan Bethelmy-Rada and his team of specialists worked hard to find the right chemical process that would distort raw material and match the needs of the customers. Once they achieved this, they then had to persuade customers to seek out their new line of sustainable products.
Through the education of R.A.W., Dan Bethelmy-Rada and his team have informed stylists and hairdressers from over 700 salons in the United States of their water use. They provide professionals with solutions such as through videos that are uploaded on Youtube. They also took this challenge to the streets, daring everyone to live more sustainably, piquing curiosity about the new line of products.
The results from the launch seem to be overwhelmingly positive, which Dan Bethelmy-Rada is quite happy to see. Customers notice a difference in quality from the natural products involved. Perhaps with these positive remarks, Dan Bethelmy-Rada will be successful in his next endeavor, launching on the European market. With this new direction, Dan hopes to gauge just how open the rest of the world might be to the R.A.W. movement. It is no secret that consumers are looking more to products that are entirely natural with minimal environmental impacts, but it is a whole different story to ask one to change their habits. Dan Bethelmy-Rada believes that this is doable with enough coaxing. That humans are capable of living more sustainably with the proper education. That is why R.A.W. will continue to expand and grow to reach more countries. The United States was merely a test run.