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The product

Rimmel Lasting Finish Intense Wear Lipstick ($5.99 at drug stores and mass retailers across Canada), available in 30 shades.

The promise

The lip colour is supposed to "stay true - and stay put - for seven hours."

How it works

Rimmel says the Lasting Finish formula is "infused" with 50 per cent more "long-wear, colour-boost pigments" (presumably than regular lipsticks).

How to use it

Applying the lipstick is a one-step process: Just one stroke delivers a strong hit of colour. There are no special base coats or top coats to apply.

The results

The colour is intense, no doubt about that - at least upon first application. The shade we tested, Ballistic, is a bright wine red that turned heads. The formula was so thick we found it difficult to apply, however: The line between our lips and our skin was glaring, so the slightest application imperfection was obvious. But we soon had other problems. The colour started to "clump" in the middle of our lips. It survived snacking, but was no match for a meal. An application of lip balm followed by a smushing together of the lips helped to even out the colour, but after three hours the shade had faded dramatically. Also, the sweet, candy-esque scent bothered one tester.

The bottom line

It might be time for all cosmetic companies to stop making "long-lasting" claims. Our experience has taught us to be skeptical. And last week, Which?, a London-based consumer watchdog magazine, tested 17 long-wear lipsticks and concluded that the majority don't make it through a meal. Are cosmetics companies testing on models only? Just give us a nice colour and don't get our hopes up.

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