When it applies, it is super pigmented and smooth. It feels a bit... hydrating. And silky. The color just applies perfectly and looks amazing. It is more of a dark true red, and the shine is amazing for a lipstick. It lasts for about 4 hours before needing touch up.
It also has a lot of little details that you expect from such a high end lippie. The By Terry writing on the site (it actually say "Terrybly" which is the name of the lipstick product), the magnetic closure that snaps the lippie closed and the heftiness of the tube. All of those are great details that I loved.