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Commercial launch of the Last brand

Global Bioenergies announces the launch of the Last make-up brand, the first long-lasting make-up range with over 90 % of natural origin. The range's 18 mascara, eyebrow mascara and eyeshadow references are now available at www.colors-that-last.com. Instrumental tests and clinical studies have demonstrated performance levels on a par with the best conventional products on the market: this is the first time that a brand with over 90 % of natural ingredients has achieved such performance.

"It's an important step that we've taken here: to create this range of very high-performance products with outstanding sensorial and color qualities, Global Bioenergies had to reinvent itself. We are demonstrating our concrete commitment to the environment by making naturalness possible in a cosmetics segment where it was still virtually absent".says Marc Delcourt, CEO of Global Bioenergies.

Numerous instrumental tests and clinical studies of tolerance and use were carried out by independent laboratories. The performance of the products in the range was compared with that of market benchmarks, in terms of hold, water resistance and transfer, as well as sensoriality and pleasure of application.

For each product category, these tests demonstrate 24-hour resistance, as well as waterproof properties and low levels of transfer.

Long-term tests (21 days), carried out under dermatological and ophthalmological control, validate tolerance to use. The sensorial qualities of the products are highly appreciated: for example, following blind tests, 85 % of women would like to continue using Last eyeshadows, and would recommend them to their friends and family, considering that regardless of the naturalness, the product is just as effective or better than their usual eyeshadow. MURIEL MORELLI

"The launch of the Last range of products is the culmination of 18 months' hard work in defining formulas, shades and packaging, then evaluating and industrializing them. Numerous tests speak for themselves: today, there's no longer any need to choose between performance and naturalness in make-up".says Muriel Morelli, in charge of product development.

"In creating Last, we wanted to put a certain optimism and driving energy at the heart of our proposition, initiating a movement that wears color loud and clear. The timing of the launch is ideal: Last's identity is in tune with our profound desire to rediscover intensity, relief and volume in our exchanges and means of expression. Our range is colorful, natural and respectful, formulated to last. We're proud of the results we've achieved, and we're not stopping there: an extension to the must-have lipsticks is already on the drawing board for this autumn".comments Romain Desfresnes, in charge of strategy, marketing and communications.

External resources
global-bioenergies.com

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