Dan Bethelmy-Rada Explains How He Marketed L’Oreal’s New Brand R.A.W.

Dan Bethelmy-Rada is a New York City-based executive in the personal care products industry. He is the global brand president for two of L’Oreal Professional Products Division’s brands, Matrix and Biolage. He attended Sorbonne and graduated with a bachelor’s degree in international business. He also attended ESSEC Business School and earned an MBA in 2002. He first joined L’Oreal in 2003.

The latest L’Oreal brand that Dan Bethelmy-Rada Loreal has been working on is R.A.W. This is a truly all-natural brand of professional level formulas. He says that people don’t want products that are just “naturally-inspired” because they want the real thing. They also want it to be made in a completely sustainable manner and its production to have very little impact on the environment.

Everything from formulation to sourcing to manufacturing to packaging is sustainable, he says. Each carefully selected ingredient is fair-trade, sustainable, and traceable throughout the supply chain. R.A.W. was created using green chemistry and the ingredient are things like plants, minerals, fungus, honey, and seaweed. Both the shampoo and conditioner bottles are made from 100% recycled plastic, he says, and most of the brand is more than 98 percent biodegradable.

Dan Bethelmy-Rada says that among the challenges he and his team had to overcome was getting the word out about R.A.W. to professionals in salons and consumers. Neither of these groups wants to hear a lecture about sustainability or what should be considered as natural. He said that, instead, his team gave these groups the tools to make their own decisions. L’Oreal also provided training to stylists and hairdressers across the United States that showed them how to save water and energy when styling people’s hair. Go To This Page for more information.

Now that R.A.W. has been out for a few months Dan Bethelmy-Rada says that he’s pretty happy with the results. The feedback they have gotten online has been 90 percent positive. That the quality of the R.A.W. brand is being acknowledged is particularly pleasing to him as well as encouraging. Most consumers say that this brand is making their hair feel different in a positive way and they don’t even remember what it felt like before.

 

Related Reference:  https://www.zoominfo.com/p/Daniel-Bethelmy–rada/-1778972277

 

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