The formula is supposed to have a "matte finish" with "rich color" that goes on "smoothly" and is long-wearing. It's a more mousse-like liquid lipstick, which makes it easier to apply and get along the edges without having uneven edges and less color gets pulled into lip lines than with thinner formulas. The dry down is fairly quick, but the finish and formula are forgiving enough to enable touch-ups for any areas that need more coverage.
I did find that they had a pretty strong dry down that had a tendency to emphasize the texture of my lips somewhat, though they appeared drier than they felt, as they were comfortable and non-drying to lightly drying. The wear was good and typically five hours or longer with lighter shades fading faster and deeper shades lingering longer (and staining slightly). The formula has a vanilla scent but no discernible taste.
The average rating based on all reviewed shade(s) in this formula is shown below.