Hmm. This is a truly fabulous color: pinkish/reddish with a little pop of neon. Lots of pigment. Unique. Already envisioning wearing it this summer on the beach.
Texture's nice: Not gloss-sticky and while it clearly isn't going to last as long as lipstick, leaves a bit of a decent stain when it fades.
Interesting applicator: as others have written about the Intense Gloss line, there's no wand or brush, just a diagonal cut on a tube of color. The first time I tried it, I used a brush to smooth it out. Others recommend fingers too.
Here's my problem: it bleeds. Bad. Decided to test-drive it while housecleaning. Checked myself in a mirror about an hour later and I had a clown mouth. Nearly scared myself. It had stained all along the outside of the lip lines. Since I never have lipstick or lipgloss migration problems, no lines around my lips, this was a big surprise. I'm glad my first outing with it was indoors and solo. (Would've scared those little kids on the beach.)
So going to keep trying. Will apply just a tiny dab (which will sadly hide the fabulous color) and will also give either a compatible or colorless lip liner a shot. There has to be a way to make this work when it otherwise is so good.
UPDATE: Upped its overall rating 1 pt. Used 3x with Mac Cherry liner underneath, still put on enough gloss to get the great color and found it stayed in place and looked pretty good. The glow-y tone to the gloss (which makes it so nice) was long-lasting and even when that wore off, there was enough stain/gloss to hold on for hours without retouching. Gave off a nice strong bold color even when faded. Don't think I'd need to buy again because after lots of experimentation, I still haven't made a dent in the tube. But nice to have.