I have been using this stain since it hit the market during the lip stain craze over 5 years ago. Aside from lacquers that require oil-based removal and scrubbing, this stain lasts the longest I've seen. I use it for long days of interviewing seasonal staff (I interview 8 a day), through weddings and receptions, and even onstage. The best example of its lasting power was when I played Jan in Grease - she eats the entire time and I wore only this stain in Rock On Ruby and gloss. Refreshed at intermission, when I usually would have to refresh between each scene.
Tip: apply to DRY, CLEAN lips. Ideally freshly exfoliated. If you paint skin cells and leftover lipstick, it will wear off quickly. Lightly swipe on one or two coats, let it dry for about 2 minutes, then top with a barrier like gloss. If you put something over it to soften your lips, you will lose color with the cells that stuff is formulated to remove.
I can't get enough of this stain. I've abandoned more expensive brands for my tried and true NY Colors. Bonus: the tubes last forever.