I've only once in my life had a truly great experience with the counter ladies. She was a young girl straight out of beauty school, normal looking, non orange, natural face, no fake tan, no eyelash extensions, not affiliated with any brand, working in a slightly downhill department store (Debenhams type, the place no longer exists). She helped me to try on a bright Chanel lipstick, gave a honest and genuine opinion and agreed that I need to walk around in daylight to see whether it was too bright. Then she helped me to find a lipliner. I didn't buy the lipstick (but went back later), purchased the lipliner, have worn it to a stump and will keep repeat purchasing both until they are discontinued.
I think the sales-oriented counter personnel can sometimes be counterproductive. I've been a fairly big cosmetics spender and still shell out lots of cash for good products that really work. These days I make all my purchases in duty frees (where there is minimal staffing) or buy mineral makeup online. I value being able to look on my own. If I can sample the product, all the better, but many counter ladies are extremely snooty about this and I deeply dislike being in the begging position. I am willing to pay for small samples and trial products - many online companies get this.
Girl what is your personal colouring like? I'm early forties and it took me ages to find great daytime lipsticks. My best shades match the color of my nude lips but are shade or two darker. I'm blonde and pale with cool milky pink-toned skin. Browns age me, nudes wash me out, bright reds make my teeth look yellow: my perfect tones are in the mid-pink range. Chanel have excellent mid-pinks (my favorites are Coco Rouge 34 Satin and 13 Gardenia, my version of all-out red lipstick is 31 Cambon, an intense fruity/rasberry red). Many other great lipstick brands like Armani and Tom Ford go for flashier and more intense shades and miss this sweet spot. My best lipsticks look like nothing special in the tube so it would be easy to think 'boring shade' and pick something else.
It could also be that you don't need a lipstick. I like them and have worn them for 25 years but these days I think they may age me a bit and I only wear them when I'm going for a 'done' look. My favorite casual everyday look is Lily Lolo lipgloss in Bitten Pink or Damson Dusk, they look natural but add a bit of color and definition. They are inexpensive and only available online. I need a neutral invisible lipliner these days (Chanel 34 Natural) - it makes an incredible difference.
Sorry about the essay, good luck with your search!