We love everything about this – except possibly the quite unpronounceable French name. They're our new favourite way to wear a rich lip colour – not quite like anything we've ever tried before.

First of all, it's super-creamy, super-comfy. (If you don't like the feeling of gloss, join the club; this isweightless.) Secondly, it's super-intensely pigmented: this is a stop-you-in-your-tracks lipcolour – actually, a choice of 12 colours; we've loving the Mortician-deep 401, and 411, a rocking red.

Now don't be put off by the applicator: it's slightly angled (and at first we thought we'd accidentally bent ours!) – but it turns out that's how it's meant to be, to get the just-so angle for application. The creamy, shiny colour then glides on – and if it's too shiny for you, simply blot to leave a sheen, and a  strong stain that lasts for ages.

Now, YSL do claim 10-hour wear – and what we would say is we get nothing like that. A couple of hours, maybe (and the gloss itself is gone before then, leaving behind a becoming stain). We don't need 10-hour wear from this, because it's easy-peasy to reapply – and just so glamorous and so 'now'.

Now, if we could just get those lips around the name...

YSL Rouge Pur Couture Vernis à Lèvres Lip Cream/£26 at boots.com