It’s been two years in the making, but Dan Bethelmy-Rada, the global brand president for Matrix has now completed his highly anticipated all-natural product line R.A.W. The completion of the R.A.W product was not easy by any means, according to Dan Bethelmy-Rada, the process took so long to complete due to complications with shipping and the ingredients themselves.
So, why put so much effort into a product that was so difficult to make? According to Dan Bethelmy-Rada, consumers were no longer satisfied with the standard ‘naturally-inspired’ that the market was putting out for them. Consumers today want a 100% natural ingredient product while having a minimal impact on the environment. Backed by L’Oreal, Matrix then began searching for ways to make this happen for the consumer. We wanted to provide that contained and presented truly outstanding environmental credentials, says Dan Bethelmy-Rada.
The Matrix team led by Dan Bethelmy-Rada stated that their biggest challenge at the start was to avoid compromising the products naturality for convenience. Huge investments were also used to have these ingredients tested within various labs in order to ensure that we were meeting the health and quality standards of L’Oreal. Another hurdle that would slow down R.A.W was the transportation of these natural ingredients. According to Dan Bethelmy-Rada, the source clay used in the product was not surviving the shipping times and therefore expiring upon arrival. Instead of succumbing to the convenience of an easier and lesser ingredient, Dan Bethelmy-Rada pushed back the release date of R.A.W in order to ensure that the source clay issue was taken care of and that all the products ingredients where 100% natural.
Since its launch, R.A.W has caused quite a positive stir in the beauty community with 90% of those who tried the product giving it high praise and marks for its naturalness and effectiveness.