Illamasqua describes it as "fuchsia violet gloss", and I think it is bang on. It was hard to capture in pictures because my camera has a lot of trouble with purples, and also because it was so bright. It was really unique and gorgeous. It is almost a neon violet, but definitely leans fuchsia and is very bright but not quite neon. When I got this baby home to my shelves I was worried it might actually be a dupe for my American Apparel Neon Violet but I was happily proven wrong, its lighter and more fuchsia than the AA, as well as much more glossy.
The formula was excellent, this is three thin easy coats, and no top coat (so glossy!) It is a creme but felt thinner, almost like a crelly, which is one of my favourite formulas. Also it was flattering on my skintone! :D