For almost two years, the Global Brand President for Matrix Daniel Bethelmy-Rada and his team worked very hard to create a new line of all-natural hair care products. Despite all the difficulties, the company was able to reach its goal and develop natural products to satisfy the needs of its followers.
Daniel Bethelmy-Rada says that more consumers want their personal care products to be entirely natural. Also, they need products that have minimal impact on the environment.
Mr. Daniel Bethelmy-Rada claims that the ingredients used to develop the R.A.W are over 96% natural and biodegradable. The company did not use any harsh chemicals, silicones or parabens. Although the cost of ingredients was high, the company used only materials derived from plants and natural sources. For the packaging, the company used materials made of recycled plastic.
Daniel Bethelmy-Rada says the company had a hard time following strict rules to keep their products all-natural. However, they were able to fit into the guidelines without sacrificing the quality of R.A.W products.
Another challenge for the company was matching the quality of new products to L’Oréal’s high standards. Many expensive tests were performed to resolve that issue. The company did its best to design products that deliver exceptional results without costing an arm and a leg.
Spreading the word about R.A.W’s philosophy was another noticeable challenge for the company. Daniel Bethelmy-Rada says students now have shorter attention spans. They dislike long lectures and traditional seminars. They want practical information and visual results. Therefore, the company created a functional program and taught stylist from over 700 US salons.
The company created #LiveRaw digital campaign to teach about the benefits of sustainable living. Bloggers and influencers are promoting the brand and educating R.A.W’s philosophy. The company’s Instagram account is a source of customer testimonials and real reviews.
After only a few months of the R.A.W’s launch in the United States, the company records a great success. Over 90% of consumers of the R.A.W line report excellent results. Daniel Bethelmy-Rada says the company is preparing for an upcoming global launch. They are glad that people around the world will enjoy the R.A.W.