Some of the biggest names in cosmetics are trying to take a bigger bite of the $800 million lipstick business. L'Oreal, Max Factor, and Cover Girl all have come out with new lipsticks that promise to last all day long. Consumer Reports tested to see if they have the staying power, their commercials claim.

The commercial for L'Oreal's Endless Lipstick promises long-lasting color. "For up to 8 hours. No touch-ups, No going dry."

Max Factor's Lipfinity also promises to last 8 hours. So does this ad for the Cover Girl Outlast All-Day Lipcolor.

To check out these long-lasting claims, Consumer Reports asked 14 employees to try all three. The brand names were covered so the women did not know what they were using.

While L'Oreal Endless looks like a regular tube of lipstick, Max Factor and Cover Girl are actually two tubes. You apply the color first. Then you have to wait about a minute before applying a moisturizing topcoat. That two-step process was annoying. "I didn't like putting it on in the morning 'cause it took a long time."

Once all three lipsticks were on, not everyone was happy.

"It's very uneven. It is also pretty dry. So if I don't reapply the gloss, it tends to flake off quite a bit."

When it came to staying power, the Cover Girl and Max Factor lipsticks proved impressive. They last 6 to 8 hours.

"I put it on early this morning and it lasted the whole day." "I brushed my teeth and all and it was still there. So it'' like this is great."" "It certainly lasted a lot longer than any other lipstick that I have used before."

L'Oreal did not last as long. It went just 2 to 4 hours. "It may be longer lasting than my regular lipstick, but it is not long lasting."

Therefore, if you are looking for a lipstick with real staying power, you may want to try Cover Girl Outlast All-Day Lipcolor or Max Factor Lipfinity. These lipsticks do cost more than regular drugstore lipsticks -- anywhere from $10 to $13.