Cosmetics brand LAST® to launch in June 2021
04 Maggio 2021 - 5:39PM
Cosmetics brand LAST® to launch in June 2021
Cosmetics brand LAST® to launch in June 2021
Paris, 4 May 2021: Global Bioenergies
today announces the upcoming launch of its
“LAST®”
longwear cosmetics brand in June 2021. 18
products will comprise the world’s first range of
longwear, transfer-resistant and
waterproof eye make-up to use natural ingredients. This
groundbreaking performance is based on the renewable isododecane
produced by the Company as the main ingredient of its formulations.
Products have been designed with over
90% natural ingredients and packaging to minimise their
environmental footprint.
Late 2019, Global Bioenergies installed a
cosmetics formulation unit in its Evry R&D lab, which produced
the first eye make-up prototypes to achieve long-hold performance
with natural ingredients. It then put together a special-purpose
team of experts covering all aspects of the cosmetics industry,
including formulation, regulation, packaging, artistic direction,
marketing, communications and e-commerce.
Prototypes were refined and went into industrial
production at one of Europe’s leading make-up manufacturers.
Packaging made from mineral (glass or metal), biosourced or
recycled materials was specified, designed and prototyped.
The LAST® brand currently has three categories
of product: mascaras, eyebrow mascaras and eye shadows, all lasting
at least 24 hours. Allowing for the different colours, the full
range has 18 products, now in production in a French plant.
Marc Delcourt, Chief Executive Officer of Global
Bioenergies, explained: “In make-up, isododecane is essential to
give the product the properties required for long wear. It is the
main ingredient, comprising 25-50% of formulations. By using the
renewable isododecane we produce through our innovative process and
by making sure the other ingredients are natural, we have thus been
able to develop an eye make-up range that for the first time
combines long-lasting wear with over 90% natural ingredients.
This meant rapidly incorporating a whole new set of professional
skills, a challenge we embraced with agility and discipline.”
Muriel Morelli, head of product development,
stated: “Our motto since the start of the project was
‘Natural, yes, but no compromise on performance’. Working in-house
and with our manufacturer, we produced a host of prototypes and ran
them through different types of tests: instrumental, sensory and
in-use. The in-use trials were blinded, using consumer volunteers
who were highly appreciative of all the product’s qualities:
performance (long-lasting, intense colours) and feeling (easy
application, nice texture and day-long comfort). Based on all these
results, we can today claim that the performance of this over-90%
naturally sourced range matches that of the best products on the
market.”
Romain Desfresnes, head of strategy, marketing
and communications, added: “From biotech to beauty...we have taken
a big leap forward. LAST® is both a technological achievement, a
bold commitment to the environmental transition, and a celebration
of colours. Our colours stand out. This means the brand can stand
tall and live up to its claims: Colours that last. COLORS THAT LAST
is an attitude, a call-out to everyone making a statement, anyone
who dares to play with the codes and rewrite the rules. The range
goes on sale in June through our website:
www.colors-that-last.com.”
There are plans to start expanding the range as
from the second half of 2021: a wide range of liquid lipstick, also
combining long wear with a highly natural product, is in the
pipeline.
CONTACT
GLOBAL BIOENERGIES
invest@global-bioenergies.com
01 64 98 20 66
PRESS CONTACT
Ulysse Communication
Iva Baytcheva+33(0)6 28 59 07 03
Nicolas Daniels+33(0)6 63 66 59 22
- Cosmetics brand LAST® to launch in June 2021
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