Colorful but Low-key Lips?

[cno64]

I have noticed quite a few women, usually on TV (What Not to Wear's Stacy London is a perfect example), who sport a deep or bright lip color, but it somehow looks low-key and not in-your-face.

Does anyone know how this look is achieved?

 

[User38]

I have done this look a lot -- the only way to keep a great bright lip not be the focus but an addition to a great face is to have low key (read matte eyes), and when using a bright or dark color, wipe off or matte it out so the texture becomes like a stain on the lips. I sometimes use a bit of gloss, but it is a clear satiny gloss more like a balm -- not a high shine