I am not 100% convinced that this lotion work wonders for firming, which I didn't really expect, but I do like it overall. I have been loosing a substatial anount of weight lately and have been using this lotion religiously to try and keep my skin moisturized and avoid hangy skin. I do feel that it has helped somewhat and my skin definitly feels good and healthy, just no dramatic results. I will say that this lotion lasts! I usually apply it after I get out of the shower at night and I still feel really moisturized althroughout the next day.. and then some. Also FYI, I am a licensed Esthetician....