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I bought Color Tattoo by Maybelline New York because I needed an eyeshadow that would last all day. I was feeling daring so I bought it in 05 Too Cool. The cover says 24 hour, but I really only needed it to last 10-12 hours. I was not disappointed. When I put it on it had a certain opalescence to it, and if the first layer is not enough, it builds so making it a more intense white is certainly possible. It has done me well and I certainly recommend it to everyone who needs a durable eyeshadow.