Rouge Pur Couture The Bold delivers vibrant color in one motion, delivering unrelenting 5-hour shine and color fastness*. He squeezes your lips and holds on tight without running away. Its fashionable luster and color are so intense, but at the same time, its texture is so subtle and elastic. Infused with 40% nourishing, smoothing red flower oil from YSL Beauty Ourika Community Gardens and Grape seed oil, it provides a feeling of hydration and comfort for 10 hours*.