I'll be honest, I only bought this for the packaging, but quickly realized the quality of this lipstick. It's a deep, true blood red that will make an impact. It's got staying power without drying the lips. Some cons - it will bleed/go everywhere if you're not careful and the shape of the bullet (now discontinued, i think) makes for a much more labored application than it should be. That could just be me, because I have full lips and love having the color be super defined. Really glad they made this a permanent shade.