Market launch of LAST® brand
14 Giugno 2021 - 7:11AM
Market launch of LAST® brand
Market launch of
LAST® brand
Paris, 14 June 2021: Global
Bioenergies today launches its LAST brand,
the first range of longwear
make-up with over 90% natural ingredients: the range’s 18
mascara, eyebrow mascara and eye shadow products can now be
obtained on
www.colors-that-last.com. Instrumental
tests and clinical studies demonstrate performance on a par with
the best conventional products on the market: this is the first
time a brand with over 90% natural ingredients has delivered such a
performance.
The LAST range of products will be available for purchase from 2
p.m. on Monday 14 June 2021 on www.colors-that-last.com.
Marc Delcourt, Chief Executive Officer of Global Bioenergies,
explained: “This is a major step forward for us: Global
Bioenergies had to reinvent itself to produce this range of ultra
high-performance products of outstanding sensory and colour
qualities. We are demonstrating our tangible commitment to the
environment by establishing naturalness in the cosmetics segment,
where it was still virtually absent.”
Independent laboratories conducted numerous instrumental tests
and clinical tolerance and use studies on the products. The
performance of the range was compared to leading products on the
market in terms of hold, water resistance, level of transfer,
sensory qualities and pleasure of application.
The results demonstrate 24-hour hold, waterproofness and
low-transfer property for each of the product categories. Tests
conducted over a long period (21 days) under dermatological and
ophthalmological supervision validated tolerance to use. The
products’ sensory qualities were also highly appreciated: for
example, after blind testing, 85% of women said they would like to
continue using LAST eye shadow and would recommend it to their
friends, considering that, independently of naturalness, the
product is equivalent to or better than their usual eye shadow.
Muriel Morelli, head of product development, said: “The launch
of the LAST range is the culmination of 18 months’ hard work
defining formulas, shades and packaging, testing them and then
manufacturing them on an industrial scale. The numerous tests speak
for themselves: today, there is no longer any need to choose
between performance and naturalness in make-up.”
Romain Desfresnes, head of marketing and communications,
concluded: “In creating LAST, our aim was to put a certain sense of
optimism and vibrant energy at the centre of our proposition,
thereby initiating a movement that truly celebrates colour. The
timing of the launch is ideal: the identity of LAST echoes the
deeply held desire to rediscover intensity, depth and volume in our
exchanges and our means of expression. Our range is colourful,
natural and respectful, formulated to last. We are proud of the
result we have achieved, but this is not the end of the story: new
must-have lipsticks are already in the pipeline for autumn.”
Press Contact
TG Communication - tessa.guilloux@tgcom.fr -
brigitte.demare@tgcom.fr
- Market launch of LAST® brand
Grafico Azioni Global Bioenergies (EU:ALGBE)
Storico
Da Mar 2024 a Apr 2024
Grafico Azioni Global Bioenergies (EU:ALGBE)
Storico
Da Apr 2023 a Apr 2024