I dig it. I bought "dawn" and love the color. It's very easy to control strength of the color from super subtle to intense. It definitely doesn't last all day, more like a couple of hours, if that. I think that is just the nature of stain. I think I'm going to run out of this quickly. I have used other stains in the past by Stila ($20/tube) that were more lipsticky and that didn't last at all, so for the price, I recommend this.
I saw immediate results when I first switched to this cleanser. My skin was more even, more smooth, a little fresher than usual. A little goes a long way, and the 8 oz. bottle lasts me forever. I've been using this product for a year and I'm not through my second bottle yet. I totally recommend this. The only place I can find it in person is at Whole Foods.