Today’s consumers are highly concerned about the products they use; they want to know where the product was made, how it was made, and the ingredients used in product development. As such, people are increasingly more attracted to natural products because of their benefits to the body and the environment.
According to the global brand president of Matrix/ Biolage consumers want products that are 100 percent natural. Matrix/ Biolage is a company that specializes in making professional hair care products for the US market. The consumers also prefer the product to be sustainable and have a low impact on the environment.
After looking at the consumer demands, Matrix came up with a new product R.A.W. The products were developed in conjunction with L’Oréal’s Sharing Beauty. According to Dan Bethelmy-Rada, Matrix wanted to make a wide range of products that have genuinely outstanding environmental credentials in formulation, manufacturing, and packaging.
The formula used to make this new range of products uses few natural, effective, and biodegradable inputs. The formula has zero silicone and no traces of sulfates or parabens. The R.A.W products have been manufactured in accordance with the principles of green chemistry. During the manufacturing process, all stages were scrutinized to ensure that only enough resources were dedicated to production in order to eliminate wastage.
Most of the ingredients used in R.A.W products come from plants, seaweed minerals, fungi, and honey. The packaging design has been designed to minimize environmental impact; the package container is built with 100 percent recycled plastic.
Dan Bethelmy-Rada is the current global brand president for Matrix and Biolage. Before becoming the global brand president, Dan Bethelmy-Rada was the youngest general manager at Matrix DMI for L’Oreal. Dan graduated from Sorbonne with a degree in international business. He later earned his MBA from ESSEC in France. Dan’s passions include traveling and taking photos. He is also a self-proclaimed digital geek.