GORGEOUS. The color is berry plum, like it says in another review, with some sparkle! This one I need a mirror to apply because it doesn't apply super evenly, but for the extra 2 seconds' work it is a stunning gloss. It's not the least bit sticky or heavy feeling on the lips, GREAT lasting power, and the color is just beautiful. I'm cool-toned PPP and it is not too much. It looks kind of dark and scary in the tube (for a pale gal like myself) but do not fear! This is my fav. of the impossibly glossies.

Out of boatloads of glosses, this is my favorite. The texture is silky, but the color stays a while, and it has no scent or fragrance, which is the best thing about it. The color is a yummy, pinkish red that goes well with my dark eyes and silver hair. It is shiny without being too RuPaul, and does not dry my lips at all—works more like a lip balm, really. I look forward to trying more colors.

This is a pretty plum color on me, not too dark, but plum enough to make my eyes pop a bit. I like that this is shiny without being frosty. Not a huge fan of frosty gloss.

Looks very dark in the tube, but this is a true, rich plum color with very fine gold shimmer. I cannot wear dark colors of any hue without my face looking dirty, but this is more sheer, while still leaving a beautiful deposit of color. Perfect for fall and very flattering for MMM's.

Loveable Plum is part of Clinique's Fall '05 collection which features several new glosses besides this one, a mirrored eye shadow palette in purple hues and a purple mascara. Like the other Color Surge Impossibly Glosses this comes in a slanted tube applicator which I love, it's so convenient! The consistency of the gloss is very good, thick enough to ensure relatively good staying power without being overly sticky. I also appreciate how it's quite moisturizing on my lips. Loveable Plum is a cooler pinkish plum, a tad darker than Sugar Plum. Loveable Plum is a good choice for my highly pigmented lips, where most lip glosses just go on shiny without leaving much of a tint. This goes on sheer but adds a nice plum hue without fuchsia tones. Very happy with my purchase, these Color Surge Impossibly Glossy are my favorite lip glosses. You get a decent amount of excellent product for your money, I would definitely repurchase.