The formula is supposed to be "incredibly long-wearing" with "12 hour" wear paired with an "ultra-comfortable" feel and "high-pigmentation." First and foremost, no, it doesn't last 12 hours, and most shades don't come close--they last between four and six hours typically. There were a few, like deeper reds, that still had some product remaining after eight hours, but the lighter shades never made it through the meal. They have a very creamy consistency, balm-like, and within 30 to 45 seconds, they develop a slight cling, almost like a film, but it wasn't actually clingy or uncomfortable--I could just tell that there was a texture change as it "set." However, the "setting" of this formula just has that feeling, but the product would still transfer onto a glass or disappear during a meal.
Most of the shades were semi-opaque to opaque and applied evenly and smoothly across my lips without tugging or dragging. Some shades were more smoothing than others, but most shades looked flattering over my natural lip texture. The formula was lightweight, comfortable, and lightly to moderately hydrating over time. They had a heavy, powdery, floral scent that was noticeable for the first half hour of wear, though I didn't notice any taste.
The average rating based on all reviewed shade(s) in this formula is shown below.
Rouge Dior Ultra Rouge is the first incredibly long-wearing lipstick with the comfort of a lip ink*: a true revolution in the history of lipstick. Ultra Rouge offers a lightweight, ultra-comfortable formula and all the colour of a high-pigmentation lipstick. The colours seem more saturated with a luminous, semi-matte finish** for incredible sensoriality and hydration.