Sheer Lipstick #10 is an Armani product that gets consistently high praise on the internet. It is one of the classic 'my lips but better' shades; a lipstick that subtly enhances the natural colour of the lips.
Swatched on my hand. #10 (is it only me who really doesn't like brands that give colours a number without a name? I find them impossible to remember) is a sheer rosy pink with very subtle shimmer; you can only see the shimmer in the swatch as the sun had come out and was hitting my hand as I took the photograph.
On my lips.
So basically this looks almost exactly like the natural colour of my lips. I prefer the Chantecaille Bourbon Rose Lip Chic I reviewed here as I feel like it provides more moisturising and lip-plumping benefits to my lips, as well as a bit more colour.