I purchased this product after being convinced by a beauty adviser at shoppers drugmart that this would give me the appearance of luscious lips as it's a lip plumper. Aside from the plumping effects, she mentioned that it is also identified as a lip primer. I placed this product on my lips prior to placing my lipstick on, as its neutral in color. As you place it on it has a "cooling sensation" it actually feels pretty nice as if your lips are being hydrated. Once you give it a minute to settle in, the product itself drys up and it gives your lips a nude appearance. It begins to peel off and does not stay. It also has minimal plumping effects. Definitely not worth $28