Category Archives: Beauty Care

Dan Bethelmy-Rada : Global Marketing Done Right

L’Oreal global brand president Dan Bethelmy-Rada is considered to be one of the best in product marketing. At only 40 years of age, Dan Bethelmy-Rada is also the youngest DMI General Manager working for a larger company such as L’Oreal. Dan Bethelmy-Rada would build his career throughout his 15-year run with L’Oreal Paris and Garnier Brands. Dan Bethelmy-Rada continues to be one of the most innovative and forward-thinking minds in the industry. We recently sat down with Dan Bethelmy-Rada to learn more about his career and how he’s made such a positive impact in the world of marketing and beauty.

What led you to the beauty industry?

Dan Bethelmy-Rada attributes much of his creativity to his early life when he frequently traveled the world. Dan Bethelmy-Rada would move with his family from Venezuela to the United States and across the pond to Paris. He states that this was a huge factor in understanding that every culture around the world has a different standard of “beauty.” In addition to his travels, Dan also gives praise to his study abroad program (AFS-USA) where he was able to realize that one can create a career within the beauty industry.

What does a typical day look like to you?

Dan states that no day for him is “typical” and his days are often filled with meeting after meeting and the occasional fire that needs to be put out. However, everything does have a purpose for it. He further states that his most productive days come when he and his team are able to go over a list of ideas and products and simply brainstorm.

What is one trend that excites you?

Dan comments how although social media marketing is widely known, companies around the globe have yet to tap into its full potential. He goes on to say that his team is always fighting to be at the forefront of this technology and how it is optimized to deliver the best possible product for consumers.

The Key to Success

Some times the ingredients in certain products can scare us. Sunday Riley’s Luna sleeping night oil contains an ingredient called Retinol, also known as Vitamin A1. If this ingredient is not used correctly it can do more harm then good. Sunday Riley’s Luna sleeping night oil is such an appealing product with its intense blue colored oil and engaging name that we the consumers worry less. When selling a product, the seller is more likely to sell with products that catch the eye and do not scare us away. Sunday Riley does just that.

Price is also a big thing when it comes to buying or selling. Luna oil retails at $105 per one ounce bottle which seems like a high price to pay. It might shock people at first but with the presentation it is likely people will give it a try. If the product is worth it and actually works like Sunday Riley is said to people will spend any amount of money because what they are really searching for is results. Sunday Riley has provided these results for people and therefor they are happy and willing to spend every penny to have this product.

Sunday Riley is actually the name of the cosmetic chemist and product formulator. For a while she could not find a formula that actually worked. She created formulas that only included high-quality actives to come up with this product. This is why it is a bit pricey. It would cost more, but Riley does it for free.

In 2009 is when the brand was launched and Barneys New York was interested right away. At this time the line did not even have a name. It was suggested by Barneys that Sunday Riley herself should use her own name. Scared at first because putting your own name on something means you stand for that and you cant hide from it.

In 2011 Sunday Riley launched a line of cosmetics. Clients were not crazy about the make up they were more focused on skincare so two years later the cosmetic line was removed. Sunday Riley only cares about helping people with their skin care and will continue to make products that work.