Consumers get confused by all the options for lip protection that are available to them. For the money, though, I always choose Blistex over other brands because the application is smooth, the coverage lasts and lasts, and any flavor additions are subtle. I'm writing this review, however, to encourage Blistex to bring back the Clear Advance option for customers. I use to buy this particular option by the case because every member of my family decided it was their favorite! The only complaint, from my teenage daughter, was that the case wasn't particularly attractive. It was clearly targeted toward a more masculine audience with its black packaging and silvery gray cover. From someone who knows lip protection...I beg you to try Clear Advance again with some edgy packaging that has broader appeal. Trust me. It will quickly start trending on social media and become a revenue producing phenomenon for Blistex!