I tend to gravitate to pinks when I look for lip products, but I do love the occasional red- it's my confidence colour! That said, I have very pale skin, cool undertones, dark hair- orange reds are out. Sangers is cool enough to be very wearable for me even in its intensity; it reads neutral on me. It's very pigmented so even a light amount gives a bold colour, but I don't feel it ever becomes OTT, perhaps because of the finish. The formula is by no means moisturising so those with dryer lips may not love it, but for me a little balm underneath made it comfortable to wear for several hours (and it wore very well). The packaging is lightweight but looks pretty good, and I find it easy to use, though some may prefer round tubes to square. It leaves some staining on the lips but it comes off soon enough. The price point is high, but not so high I wouldn't splurge on one every now and then- and I got Sangers at around half price, as it's currently in the sales!

I don't live in the US, instead I live in the UK now so I hope those in the US will soon be able to order Sangers because as strong and intimidating as it looks, I found it wearable and yet still with plenty of oomph and attitude! It's beautiful.
I bought Sangers, only because I walked into the Illamasqua shop in London and asked them what red lipstick did they recommend for my skintone, and the MUA in there said ‘The new one called Sangers’. I did try it on in the shop with my own MAC Mahogany lip pencil, which is one of my faves, and it was perfect.
I bought the Sangers lipstick and wore the lipstick all day and got nothing but good glances from men and women, double takes, and a lot of respect. I'm an NC45 by the way.
UPDATE: Others on MUA have said that Illamasqua's lipsticks appear fragile as if they're going to break off from the base, and then you'll drop it and lose it somewhere, and I have to admit that I see where the others are coming from. My Sangers lipstick now looks like it's leaning a bit in the tube yet it's not broken...yet. Be careful overall with Illamasqua's lipsticks then, and don't twist them up too high. My three other lipsticks from Illamasqua are fine so far, but this Sangers one is my newest one from this brand and it does look like it's broken in its tube already. Weird.