The packaging is saying; 'vibrant color spectacular shine', and that is a very good description! The color is amazing and it shines, it's not shimmery but there is nice shine in. It doesn't feel like a normal lipstick, because normally lipsticks are making the lips a little dry. But this one does the opposite. The lipstick feels like a gloss, it feels moisturizing and absolutely not dry. So that is a very good thing about it!