Giorgio Armani #300 Rouge d’Armani Lipstick ($32.00 for 0.14 oz.) is a warm-toned, orange-red with a luminous sheen. It’s a lovely shade, but there are so many similar shades to this from all brands and price points, so whether this one captures your heart is really a matter of how many others have already done so. MAC Tomango is matte. Urban Decay Bang is similar. Maybelline Orange Edge is slightly redder. Maybelline Vibrant Mandarin is also slightly redder. Maybelline Electric Orange is less red. MAC Sail La Vie is similar. MAC Morange is less red, more orange. Buxom Rogue is very similar. See comparison swatches.

The consistency of #300 is lightly creamy, so it doesn’t tug or pull at lips, and the color glides on in a single pass with even, opaque color. There’s a light sheen that makes lips appear smoother and almost fuller. The Rouge d’Armani formula is touted as long-wearing (eight hours) without fading or feathering, hydrating, and comfortable to wear. I found this shade to be nicely hydrating over the six and a half hours it wore (it did not make it to eight for me). The case is exceptional with a magnetic enclosure that closes with a soft click, and the bullet itself is 0.14 oz., which makes it one of the best high-end lipsticks by value per ounce (most lipsticks range between 0.10 and 0.12 oz.). This is the only shade I have to review from the fall set, but there are five other shades available with the collection as well.

Giorgio Armani #300 Rouge d’Armani Lipstick

Giorgio Armani #300 Rouge d’Armani Lipstick

Giorgio Armani #300 Rouge d’Armani Lipstick

Giorgio Armani #300 Rouge d’Armani Lipstick

Giorgio Armani #300 Rouge d’Armani Lipstick

Giorgio Armani #300 Rouge d’Armani Lipstick