I finally figured it out! BC's new lipstick formula goes on more sheer than you think it will. I first started out buying up the pink/rose shades and they were all a bit too wimpy - so i got Shiraz - looks like a deep wine online and in the catalog - but IRL it is a very wearable wine/berry. LOVE IT! Smells vanilla-ish and cute black square tube. I am so glad they got rid of the awful, bitter-tasting "mineral" lip colors. This new formula is pretty good. But - the colors are more tame than they appear on paper. I love this one and wear it often. 5 lippies from me!
Update: In August 2014 BC re-packaged and reformulated its lipsticks, eye shadows and blush. This shade is going to be D/C'ed very soon so I am snagging another tube pronto!