'Coverage that's never sticky, creamy moisture and lustrous colour, deluxe silver packaging. Lasting, full-colour lipstick with an outer gel layer for sumptuous satin shine*. Non-sticky*. Layer up for greater intensity. SPF15.'
As you can see these are basically a clear lip balm/gloss with a lipstick centre. You should still expect the full colour pay off but benefit from moisturised lips without stickiness.
Now I agree with the moisture and non sticky, and the colour pay off is good, as you can see by the one swipe below. I love a tinted lip balm so these should suit me great. But I find them difficult to apply and feel that once I have applied them I really have to rub my lips together to get a nice even coverage. I think it maybe due to the colour all being in the centre. I just don't like the hassle of this. I have a Miss Sporty £1.99 tinted lip balm (good colour pay off ) that I can just swipe and go.