Okay, I don't know what it is about me, but lipstick disappears within an hour of use. I am always looking for lip color that stays put. Max Factor has it. This lip color stayed put for most of the day. Now on the average person, this will stay on well into the night. I, however, bite me lip, play with my lips and do anything I possibly can to get lipstick off my lips. This new lipfinity was up to the task though. I even have been using it over other lipsticks to create new shades and the stay power is still there. I have bought two already and am absolutely thrilled with the quality.