Dan Bethelmy-Rada on Producing R.A.W
Dan Bethelmy-Rada has been working to producing a hair care line that is all natural and one that is authentic. Bethelmy-Rada is the current President for Matrix and for two years he has been working on creating this natural product R.A.W. Bethelmy-Rada speaks on the challenges that he faced when coming up with R.A.W. The main reason why he came up with R.A.W is that there was a thirst in the market for all natural products. According to Bethelmy-Rada, consumers nowadays do not want products that are partly natural. They want products that are a hundred percent natural and that are environmentally friendly. This gave rise to R.A.W which is an authentic product by Matrix so that the demands of the consumers can be met. The R.A.W line has taken a holistic approach in that the products have minimal impact on the environment from their manufacture to their packaging.
Dan Bethelmy-Rada continues to explain that all the R.A.W products are made from biodegradable and effective ingredients and they do not co0ntain silicone, parabens or sulphates. Most of the ingredients that are used in these products are obtained from honey, plants, seaweeds, fungi, and minerals. The ingredients are sustainable, and they follow the principles of environmentally friendly products. The packaging of the R.A.W products consists of recycled plastic, for instance, the bottles for the shampoos. Achieving such a high level of naturalness proved to be challenging at one point for Dan Bethelmy-Rada and his team.
One challenge that they faced was meeting the costs that were required. For them to create products that could meet the standards of L’Oreal products, Dan Bethelmy-Rada and his team had to make a lot of investments. These investments were made to ensure that the packaging, production, and formulation of the products could meet criteria. A lot of trial tests were also conducted which in turn increased the cost. Time was also a big challenge because they struggled to meet deadlines while looking for the right products. For instance, acquiring clay was a problem, and most times it got contaminated during travel. The feedback after the launch is however excellent, and Bethelmy-Rada is pleased with the results.
Find out more about Dan Bethelmy-Rada: https://www.crunchbase.com/person/dan-bethelmy-rada