This is a super pigmented lipstick, with 50 % more pigments. Avon promises a brilliant, vibrant and intense colour in just one application, which I agree, just one coat of this lippie is more than enough. What I love about this lipstick is it is not drying at all. It also comes in 10 vibrant colours, I would have loved to try the coral burst and pink punch, since I have become obsessed with bright lippies recently. As for the colour I received Max Mocha, I couldn't really make it work on most occasions. A brown lipstick, I just couldn't. One night surprisingly it worked with a harsh dramatic eye and a pulled back pony, but after that it never worked again. Sigh... This is the colour swatched, just one coat and look at the colour payoff!