NEW L'OREAL Endless Platinum Lip Color, for a shimmering platinum effect that won't dry out and never needs a touch-up. One step to comfortable 8-hour wear with platinum shine. Formulated with a breakthrough patented Soft-Seal™ technology that allows colour and comfort to fuse to your lips. Up to 8 hours of comfortable, stay-true colour. Available in a palette of 10 beautifully wearable shades with multi-reflective pearls that create a high shine and textured shimmering finish. All in an elegant new metallized Endless case.