Dan Bethelmy-Rada has been for the better part of two years tirelessly working to bring R.A.W to consumers all over the world. R.A.W has been a passion project by Dan Bethelmy-Rada to bring to consumers an authentic, all-natural product. Dan Bethelmy-Rada is one of the most revered global brand managers in the beauty industry. He’s not only one of the youngest managers appointed to one of the largest brands in the world, but also said to be an innovative figure as well. We recently sat down with Dan Bethelmy-Rada to go over the making of R.A.W.
Dan Bethelmy-Rada comments on how the average consumer today is no longer satisfied with simply buying a product that is naturally inspired. Not only that, but consumers also seek products that make little to no impact on the environment while the product itself also being 100% natural and sustainable. Although Matrix spearheaded the project, L’Oréal’s Sharing Beauty would also take significant interest in it and therefore offered to back it as well.
Making sure that we never compromised ingredients for convenience, says Dan Bethelmy-Rada. One of the biggest hurdles to the completion of R.A.W was the bold ambitions of the team. This also meant testing every ingredient, including packaging contents in order to make sure that we were meeting the high standards of the L’Oréal company. Another issue seen during the production was the time factor of shipping certain ingredients. Although this meant pushing the release date, Dan Bethelmy-Rada states that it was in the best interest of the company and the product in order to keep those natural ingredients.
Dan Bethelmy-Rada believes that one of the other challenges was in choosing how to promote R.A.W. he didn’t want to come off as if he were lecturing people on how to live, therefore, #LiveRaw was formulated and used to teach professionals such as hairdresser the best ways to have an environmentally friendly business. In addition, #LiveRaw would also be introduced to social media platforms where challenges like taking 5 minute cold showers would help bring awareness to the product and the importance of living an environmentally friendly life.