I'm Into It is a medium-dark burgundy with subtle, warm undertones and a mostly matte finish. The color coverage was opaque in a single layer, while the eyeshadow had a slightly drier, stiffer consistency. It applied fairly evenly but had to be packed on as it sheered out a bit when blended. This shade lasted nicely for eight hours on me before it started to fade.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.
These saturated shadows in neutral and metallic shades and multiple finishes stay on all day long with non-creasing, eight-hour wear. The result: potent colour payoff that applies evenly, blends well and can be used wet or dry.