I have this product in 506 Red Infallible. I bought it on a whim in Boots for GBP 9.99 whilst on holiday in the UK - I never wear any colour apart from a sheer gloss, so for me this was a big change! I figured since I was so far from home it didn't matter if I looked ridiculous for a couple of weeks, heh. Turns out I love it (and I am not usually a drugstore brand girl).
Through a bit of trial and error, I found these things really help the colour last:
1. Your lips should be smooth before applying. That means taking care of your lips even when you're not wearing this colour. Use lip balm/chapstick everyday, drink water, exfoliate them... whatever, but do something. This product is NOT nourishing or restorative, it's primarily a colour product so it follows that if your lips are smooth to begin with, the colour goes on better without catching on the dry skin, and lasts longer because your lips aren't peeling!
2. Take your time in applying this product. It only takes 5 minutes for >12 hours of colour! I can't say for sure if it lasts 24 hours but I have fallen asleep after wearing it to find it still in place 18 hours later with only minor areas of deficiency. I outline my lips (like a lip liner) with the very tip, then I fill in the colour from there so I don't overextend. I use a cotton bud tip to correct if I go outside my lip line. I also don't layer it on thick, at least with 506 Red Infallible I don't need it for the colour payoff anyway.
3. If you "mwah" your lips like with a normal gloss or lipstick when you try to evenly spread the colour, it won't work! It's something to do with how this product dries (tacky), but if you press your lips together it makes the colour spread weird. So don't do it, just rely on the brush to spread the colour. Wait about 2 mins, then apply the gloss. It will set and you'll be ready for the day.
4. Don't chew your lips during the day if you can help it. Obviously all you're doing is removing the layer of skin on which the lip colour is attached! I do this a lot and have to think consciously about not doing it. I've had no issues with eating and drinking, the colour remains intact completely. Some reviews have said it comes off with oily food - this would make sense I guess but I haven't had this happen.
5. I agree you need an oil based make up remover to get all this off.
Please bear in mind the above is just my own experience, and yours may vary! Hope you guys end up loving it as much as I do. I docked a star because of the packaging - The closure on the pigment end feels flimsy and I'm always afraid I'm going to look in my purse and find it full of red goo. :)