In the bottle its a DEEP red, as close to black as it can get without actually being black. I noticed as I put it on my nails though, it applies much lighter. The first coat was more of a dark blood red - then with each successful coat the color became darker and more intense. I ended up using 3 to achieve the bottle color, which I would describe as an extremely dark bing cherry. You can see a little more of the red in the flash picture below. The formula was ok, a little thin and hard to work. I had some streakiness on my first coat and a little on the second as well. I also had a tiny bit of bubbling because I had to apply the polish a bit thicker than I usually would to try to even out the streaks. It wasn't terrible, but I wouldn't give it an A for formula either.
I swatched this color on some wheels to compare it with other colors in my collection. The closest colors I could find were China Glaze Ravishing, Dahling and Zoya Anja. On the wheels I discovered it's not a dupe for RD at all, as Devil's Lure is much darker. It's actually quite close to Zoya Anja but the formula is not quite as workable. All in all I think it is an acceptable substitute for Anja. What do you think of the vampy Devil's Lure?
Also - look at the loveliness that my local Walgreens has installed. They recently finished remodeling their store and added this awesome nail bar to their cosmetics section. I wish I could have one in my house!
That's all for today, have a lovely day everyone!