I love this lipstick ,it's rich and creamy and feels lightweight on my lips .my favorite shade is 'ruby shock' ,which is as bold as it was intended to be! The color itself is more of a pinkish red but it's very pigmented, which I love because I don't want to swipe over and over. I find that after several hours I still have it on, maybe just a tad bit faded but who cares. A great one from Avon.