Age Perfect Renaissance Cellulaire claims to restore intercellular communication and boost cellular vitality by protecting mother cells and providing energy to cells to maintain their metabolic rate. In addition, L'Oréal's mass brands copy the formulations of premium brands, which adds to the value proposition in the mass segment while also raising the bar for competitors. For example, the formulation of Génifique, offered under the Lancôme label, is similar to that of L'Oréal Paris's Youth Code. In color cosmetics, L'Oréal launched Maybelline New York Superstay 24hr Lipcolour, which claims to stretch the limits of longwear.