Okay, it does go on smoothly. I'll give it that. It's also a nice red colour, and everyone knows I'm a sucker for reds.
But. I didn't see any significant colour-change that would indicate to me that it does what it says. Granted, I don't know anyone else who's tried it, so I can't say for sure. Also didn't think it was particularly moisturizing, but I have dry barren desert lips, so I might not be the best judge.