I typically use higher-end (more expensive) products in my beauty regimen. This is the only drug-store brand of anti-aging product that I will buy. It does a wonderful job of firming and hydrating. My skin feels smoother an firmer for days after using it. It is well worth the price, and could compete with high-end products which cost over $100. I highly recommend it for fine lines/wrinkles, as well as for sagging skin. I put this on at night, and in the morning I wake to a younger appearance, and skin that is better prepared for make up application.