The secret to its invincibility appears to lie in its massive pigment payoff. We've been applying the orange and fuchsia shades (Punch Drunk and Crush, respectively) together to create a custom neon pink, then blotting and pressing it into our lips for a matte finish. And even after that, the stuff's so highly pigmented that it stays around for the rest of the day. It's much brighter (and longer lasting) than almost any lip stain we've tried.
The only downside is that the high opacity limits the color's versatility. You can blot it down or try to dilute it with gloss, but you'll be working a long time before you get any kind of sheer or subtle result. Still, we'd never knock anything with this much staying power, and if you love vibrant lip color, you may finally have met your match. We know we did.