Page 49 - EM - Export Magazine Perfumery Edition

COMPANY

ASTRA QUALiTY, sAFeTY AND AFFORDABiLiTY:

THe KeY wORDs OF AsTRA MAKe-UP

Astra continues to meet the favour of its consumer
also thanks to its key values: quality, safety and
MAKE-UP not mean sacrificing the quality of the cosmetic
affordability. Having an affordable price does
product. Astra products, while being affordable,
follow high standards of quality. Quality is at the
centre of the company’s operations: the technical
department and quality control, coordinated with
the qualified laboratories used by the brand for
safety and clinical efficacy tests, constantly assure
a high standard of quality. Being truly affordable for
everyone is part of the corporate philosophy. Astra
wants to offer a wide range of high performing
beauty products which become indispensable in a
beauty routine without sacrificing a budget. One of
the elements that allows Astra to cut costs is the
absence of secondary packaging which also aims
at reducing the environmental impact, avoiding
the waste of paper and cardboard. Secondly, there
is a controlled production chain. Thanks to the
elimination of superfluous packaging, the use of
eco-sustainable materials and the synergy Astra
cultivates with local professionals, it keeps prices
contained without sacrificing the protection of who are looking for a line of make-up of products
the environment. Another of Astra’s priorities is that are good for the skin and the environment, with
definitely the safety of the products, which is why high-performing and safe formulas, the collection
they have chosen not to use allergens, parabens, is made up of an eye palette, a universal powder for
not to test on animals and to treat heavy metals the face, two eye pencils, a lip oil, a face primer, a
according to the minimum values recommended by mascara, a BB cream, a concealer, a mineral powder,
the Higher Institute of Health. a jumbo duo pencil, a lip stain and a lip pencil. In
the autumn, the line will be enriched by four new
THe MAiN LAUNCHes iN THe products which are sure to become must-haves
seCOND HALF OF THe YeAR for all Astra Lovers: a water-based brow gel, PURE
The second half of the year opens with the extension BEAUTY BROW GEL, which guarantees perfectly
of the range of the Astra Pure Beauty line; the year combed brows and prolonged fixing power. An
will then continue with the launch of a capsule automatic pencil for brows in three colours, PURE
collection around the theme of sophisticated BEAUTY BROW PENCIL, made up of a blend of plant
luminosity: skin that is dewy like crystal, eyes waxes which, once applied, helps to redefine and fill
enhanced by shimmering flashes of light. Astra’s in the eyebrow arch. A creamy lipstick, PURE BEAUTY
challenge has been to select innovative formulations LIPSTICK, in 6 shades inspired by the nuances of
with increasingly finer and multi-faceted pearls, flowers and minerals and which, thanks to its make-
capable of exalting the other elements of the look. care action releases a veil of vitaminized colours
Astra Pure Beauty, the line made up of cosmetics rich in hydration and comfort. Lastly, two new
formulated with more than 90% of ingredients of colours of the iconic JUICY LIP OIL, the lip oil with
natural origin, ever since its debut on the market in its rich, melting and luminous texture, Red Oasis,
September 2020, has conquered the consensus of with a sweet strawberry fragrance and Forest Mint,
consumers for its capacity to create a link with the a transparent light blue veil to exalt the whiteness
earth, with nature and ourselves. Perfect for those of the teeth with a delicate aroma of mint.

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