Simply Wow is described as a “midtonal cool mauve.” It’s a cool-toned, pink plum. This was one of the better-applying shades, as it had a very smooth, mostly even appearance on. It had semi-opaque color coverage. I wore this one, and it felt like a gloss for three and a half hours, and then it resembled more of a light stain. It feathered around the edges of my lips by the four and a half hour-mark. I noticed a subtle ring of color left behind after five hours. MAC Mall Madness is more shimmery. MAC Call Me Gorgeous is brighter. See comparison swatches.