So for your money you get 10ml of product, and you have a choice of either Black or Brown Black (mine being the latter). The "brush" itself is not actually a brush as such but a plastic "wand", similar to that of the Max Factor Great Lash, if somewhat longer and slimmer with more plastic bristles (see below for comparison: Supershock on the left, False Lash Effect on the right).
I don't tend to do many coats for daytime (however see the pic below which shows how thick/dark it makes my lashes look when my eyes are closed!), but it still gives a natural, "fluttery" effect to your lashes.
Picture at 5pm. As you can see, the eyeliner is still on my waterline, albeit slightly faded, and it has disappeared from the inner corner of my eye.
When swatched on the hand the black colour is INTENSE, and, like the 24/7 pencils, after a few seconds the pencil has set, making it quite difficult to budge, although still easy to remove with make-up remover. It's very creamy, making it easy to apply on the top lid without drag (even for someone like me!) - indeed similar in that sense to a gel eyeliner- and before it sets it can be blended/smudged for that smokey look.
One problem with the gel formula however is that it can be hard/messy to sharpen, but to get round this simply pop the liner in the fridge for a couple of minutes before sharpening and you'll produce a lovely pointy tip!
Currently the colour range for these pencils is very limited - only black and silver are available on the UK Avon website at the moment, and I think (from looking at other blogs etc) gold might be available abroad - but I can only presume that Avon will expand the range in the near future.
If like me you can't quite stretch to paying £11.50 for the Urban Decay 24/7 pencil, I'd say this was an excellent alternative at £6 (and even better when you can get it for £2.99 off Ebay!)
Have you found any good highstreet dupes/alternatives lately?