Commercial launch of the LAST brand®
Paris the June 14th 2021: Global Bioenergies announces the launch from today from the make-up brand LAST, first make-up range long duration more than 90% of natural origin. Lare 18 references from mascaras, mascaras eyebrows and eye shadows in the range are from now on available on the website www.colors-that-last.com. Lit is tests instrumentux and the studies clinics demonstrate performs pulling himself up at the level of the best conventional products on the market : cis the first time that a brand composed of more than 90% natural ingredients achieved such performance.
The products in the LAST range will be available from this Monday, June 14, 2021 at 2 p.m. on the website www.colors-that-last.com.
Marc Delcourt, Managing Director of Global Bioenergies, explains: “This is an important step that we have taken here: to produce this range of products of very high performance and extraordinary sensory and color qualities, Global Bioenergies had to reinvent itself. . We are demonstrating our concrete commitment to serving the environment by making naturalness possible in a segment of cosmetics in which it was still virtually absent. “
Numerous instrumental tests and clinical studies of tolerance and use have been carried out by independent laboratories. The performances of the products in the range have been compared to those of reference products on the market, both in terms of hold, water resistance and level of transfer, as well as sensoriality and pleasure of application. .
These tests demonstrate for each of the product categories a hold of 24 hours, as well as the waterproof property and the low level of transfer. Tests over a long period (21 days), carried out under dermatological and ophthalmological control, validate the tolerance to use. The sensory qualities of the products are highly appreciated: for example, after blind tests, 85% of women would like to continue using LAST eye shadows and would recommend them to their loved ones, considering that regardless of naturalness, the product is just as effective or better than their usual eye shadow.
Muriel Morelli, in charge of product development, specifies: “The marketing of the products of the LAST range is the culmination of 18 months of hard work defining the formulas, colors and packaging, evaluating them and then developing them. industrialize them. The many tests speak for themselves: today, there is no longer a choice between performance and naturalness in makeup. ”
Romain Desfresnes, in charge of marketing and communication, concludes: “By creating LAST, we wanted to put at the center of our proposal a certain optimism and a catchy energy, thus initiating a movement which carries the color loud and clear. The timing of the launch is ideal: LAST’s identity fits in with the deep desire to rediscover intensity, depth, volume in our discussions and in our means of expression. Our range is colorful, natural and respectful, formulated to last. We are proud of the result we have achieved, and we are not stopping there: an extension to essential lipsticks is already on the rails for this fall. “
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