With the help of highly innovative launches, L’Oréal Paris and Maybelline New York strengthened their position in 2006 in the mass cosmetics market. L’Oréal Paris appealed to consumers with a taste for colour with the launch of HIP High Intensity Pigments. This bold new make-up features a patented L’Oréal innovation, which enables uniform distribution of the colour, thanks to an increase in colour pigments together with special L’Oréal technology. Amongst the other successes of L’Oréal Paris are Bare Naturale Mineral Makeup, based on a microrefined mineral powder, and Color Riche Star Secrets, a limited edition lipstick. Meanwhile, Superstay Lipcolor from Maybelline New York foreshadows a new generation of long-lasting lipsticks with a patented formula which lasts 16 hours. Maybelline New York also launched its Pure collection – gentle cosmetics made using natural ingredients, such as aloe and camomile. In a rapidly growing market, these innovations enabled L’Oréal Paris and Maybelline New York to achieve growth rates that outstripped the mass cosmetics market.