I like this color so much that I'm on my second tube of it - that rarely happens for me. Platinum Mauve is a plummy-mauve with a cool shimmer to it. The formula is very creamy and wears fairly well throughout the day. I always have to retouch my lipstick after eating or drinking, regardless of the brand and how much it costs. I only ask that it not dry out my lips while it's on, and this keeps my lips feeling soft.