Dan Bethelmy-Rada is the current Global Brand President for the Matrix and Biolage Professional Product Division for L’Oréal Paris. He studied Bachelor of Commerce in Sorbonne Pantheon University in 1999 and Advanced Masters of Strategy and Management of International Business in ESSEC Business School in 2001.
Before Dan Bethelmy-Rada started working for L’Oréal, he worked with different organizations including Garnier International as Director and Assistant Vice President, L’Oréal Paris International as the Vice President of Global Marketing and as Deputy General Manager at Garnier International- L’Oréal Consumer products division. Since 2015, Dan Bethelmy-Rada has been on the lead to transform the Matrix brand by giving it a new direction and positioning through digitization to increase the efficiency of consumption. View Additional Info Here
What is RAW?
From the insufficiency of natural products from the world market, Led by Bethelmy Rada, Matrix found an opportunity to establish a product that could fulfill this demand. Consumers require products that are fully natural with full evidence of every ingredient that makes it. With a commitment to fulfill this goal, they took a step to manufacture the products that would be natural and authentic from formulation to packaging. The ingredients used were natural and highly biodegradable with the absence of Silicone and sulfates. Dan Bethelmy-Rada Loreal explains how they organized their products to make RAW. He explains that the Bolivian quinoa husk, Bulgarian coriander and Moroccan volcanic clay used came from natural and traceable sources.
To spread the word about RAW, Matrix sets up strategies including Instagram and one-on-one consumer product test. RAW established an education platform where professionals from the company would teach stylists and hairdressers on how to work with environmental conscious methods and products in their salons. The firm also set out #LiveRaw campaign on local TVs and Instagram with testimonies of their success in the production of a fully natural product.
After the launch of the product, he is satisfied by the feedbacks and the online reviews they are receiving about the product. 90% of the consumers are acknowledging and positively reviewing the quality of the RAW products. Dan Bethelmy-Rada is hopeful that the next step towards empowering the RAW product is to launch it globally after a successful launch at the European market.