This is one of Urban Decay's newest colors of 24/7 liner. It is a bright pink with subtle pink shimmer that lasts all day, in the same vein as most of the other 24/7 liners. It's actually meant to be used on the eyes, but I've found that it makes a great lip liner as well. It's very rare to find a hot pink liner for the eye, much less one that lasts.
The swatches below show the liner without flash in normal light (top), and with flash (bottom).