It has been two years in the making, but Matrix / Biolage and president Dan Bethelmy-Rada have introduced R.A.W into their incredible line of beauty products. In what has no doubt been one of the most anticipated announcement, Dan Bethelmy-Rada now takes us into the two-year struggle and success in making one of the first ever 100% natural line.
The urge to create this product line came from the realization that the consumer no longer would settle for “naturally-inspired” products, instead, they wanted the real deal. In response, Matrix began designing R.A.W, a L’Oréal backed project that promised to contain outstanding environmental credentials in every area of the product.
Although the ingredients were few highly biodegradable ingredients, the difficulties came in making sure that they did not spoil during transportation. Dan Bethelmy-Rada stated that although the transportation of their ingredients was difficult, particularly that of the clay needed, the company would never comprise the promise to their consumers for a cheaper and convenient manufactured ingredient.
Lastly, the other difficult task that lay in front of us was how the company was going to present R.A.W.’s message to social media followers including salon professionals. The last thing people want is to be lectured on how they were wrong or right about what is 100% natural, instead Matrix chose to promote the products by demonstrating how people can be a little more environmentally-conscious. This included having salon stylist learn to use less water and power while working on their clients. The company also presented Instagram users with their own hashtag (#LiveRaw) in order for consumers to demonstrate to the world what methods they were using to be a little more environmentally friendly.
Months after the launch, R.A.W is proudly sporting a 90% positive score on online reviews within the United States. The next step for the company is to position themselves for a global launch of R.A.W. to begin releasing their products in the European market.