Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color ($34.00 for 0.12 oz.) is described as an “electric pink.” It’s a vibrant, cool-toned fuchsia magenta with blue undertones and a semi-matte finish. NARS Full Frontal (LE, $26.00) is less bright. Maybelline Electric Fuchsia (LE, $7.49) is darker. MAC Dear Diary (LE, $18.00) is also darker. MAC Night Blooming (LE, $16.00) is darker, more muted. MAC Pink Nouveau (P, $16.00) is lighter. MAC Outrageously Fun (LE, $16.00) is glossier, not quite as cool-toned. MAC Candy Yum Yum (P, $16.00) is brighter. Obsessive Compulsive Cosmetics Nylon (LE, $18.00) is brighter. See comparison swatches.

Just as a point of reference, generally, the Rouge Allure Velvet formula doesn’t work well for me–it’s just not a formula that seems to work on me, though there are plenty of readers who love it. While most beauty products are “your mileage may vary” to some degree, I know that my lips react poorly to this formula while others have no issues.  This shade felt creamier than past shades I’ve tried in this formula with a lightweight consistency that applied evenly for the most part. It had a semi-matte finish that went down to more of a true matte finish about two hours into wear. It had mostly opaque color coverage, and on me, it was somewhat drying over time but more bearable than this formula has been in the past. It lasted for a total of five and a half hours on me and left behind a soft pinky stain.

Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color

Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color

Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color

Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color

Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color

Chanel La Diva (44) Rouge Allure Velvet Luminous Matte Lip Color