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Friday, July 1, 2022
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Commercial launch of the Last brand


Global Bioenergies announces the launch of the Last makeup brand, the first range of long-lasting makeup with more than 90% natural origin. The 18 references of mascaras, mascaras eyebrows and eye shadows of the range are now available on the site www.colors-that-last.com. Instrumental tests and clinical studies demonstrate performance at the level of the best conventional products on the market: this is the first time that a brand composed of more than 90% natural ingredients has achieved such performance.

"This is an important step that we have taken here: to achieve 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 the environment by making naturalness possible in a segment of cosmetics from which it was still almost absent",stresses Marc Delcourt, Managing Director of Global Bioenergies.

Numerous instrumental tests and clinical studies of tolerance and use have been conducted by independent laboratories. The performance of the products in the range was compared with that of reference products on the market, both in terms of strength, water resistance and level of transfer, as well as sensoriality and application pleasure.

These tests demonstrate for each of the product categories a 24-hour hold, 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

"The release of the Last range products on the market is the culmination of 18 months of hard work to define formulas, shades and packaging, evaluate them and then industrialize them. The many tests speak for themselves: today, there is no longer any choice between performance and naturalness in makeup",says Muriel Morelli, in charge of product development.

"By creating Last, we wanted to put at the center of our proposal a certain optimism and a lively energy, thus initiating a movement that carries the color loud and clear. The timing of the launch is ideal: Last's identity fits with the deep desire to find intensity, relief, volume in our exchanges 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 do not stop there: an extension to the essential lipsticks is already on track for this autumn",comments Romain Desfresnes, in charge of strategy, marketing and communication.

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