Modern Wow! (Lipstick) is a brightened, almost-neon coral-pink with a soft sheen. It had opaque color coverage, and while the consistency was very creamy, it was slightly thick so that “lines” were created when I pressed my lips together (whether on purpose or inadvertently while talking). The color lasted for four hours on me and was neither drying nor hydrating. See comparison swatches / view dupes.