I want to find a great lipstick...?

I have never shoppedfor makeup at anyplace other than the local pharmacy. So, I have a couple questions: is it worth going in to one of those mall kiosks in a department store or a sephora or mac store and getting a consultation? Also, is the consultation free? Are you expected to buy something right away? (I tend to like to mull things over before making a purchase.) Also, are higher-priced makeups worth the money. Is a 10$ lipstick just as good as a 20$ one? am i just paying for the name? i want to make sure i get the right shade for my skintone, something that will be long-wearing (i like those maybelline (or is it cover-girl?) commercials with the bride kissing her groom's white shirt and her lipstick doesn't even leave a mark..) and feels good, and something that is worth the money at least if i'm going to dish out. Advice please!!!!! about lipstick in general and ettiquette of visiting a counter or fancy store. thank you!!