I love this lipstick. The colour is a gorgeous deep berry colour and the lipstick itself is highly pigmented. In addition, the lipstick is actually very moisturising - I have tried many other supposedly moisturising formulas but this one is the best of the lot, it feels really comfortable on and doesn't dry out my lips. It doesn't last all day but I don't expect any lipstick to. Will definitely be going back to Boots to see if they have it any other colours I like!