I really wanted to love this, but I can only say that I like it, once in awhile. Here are the positives. It's pretty nice, natural color, though not appropriately named, Plum. It's more of a mauve with a little sparkle. There's a tingly sensation that is strong, but kinda nice. When you lick your lips it's kind of refreshing. I'm not sure if it really helps to unwrinkle the lips, but I have a feeling mini plumping might occur. It's definitely very moist and hydrating. So, that naturally gives a tad more of a youthful glow. Negatives are that it's super thick, a bit of a goopy texture. Also, the color is beautiful in the tube, but it's translucent and does not work well alone unless you want a super natural look. Also, the tingly feeling is also a bit stingy. So, it's a plus and a minus. So, I like it and maybe with more time I'd see less wrinkles, though I don't really consider my lips wrinkly, but more dry, but I don't love it. This was a gift from my aunt. I will not likely purchase it when I run out, but don't have a closed mind about it. I'd be willing to try it again and in another shade.