Listview item color question

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C#

Can someone tell me how to change the text color of a listview item depending on the text value. I am a bit stumped on this.

ListViewItem lView = new ListViewItem();
lView.Text = "Main text";

if (productinfo.IndexOf("(SALE)", StringComparison.OrdinalIgnoreCase) > -1)
{
    lView.SubItems[1].ForeColor = Color.Red;
    lView.SubItems.Add(productprice);
}
lView.SubItems.Add(moreinfo);
lView.SubItems.Add(details);
lView.SubItems.Add(ability);
lView.SubItems.Add(links);
listView.Items.Add(lView);

Thanks