Still being in my twenties I need affordable products. Aveeno positively ageless rejuvinating serum is affordable and works. Aveenos products are made with natural ingredients. For example Aveeno's Rejuvenating Serum is created with shiitake complex, which in layman's terms means mushroom extract. The product promises that it has been "clinically proven" to produce "younger looking skin." This I feel is completly true. It is oil free, non-cosmedogenic, and dermatologist tested. The product promises to visibly reduce lines and wrinkles, increase firmness, create younger looking skin, more vibrant, fresh looking, and softer and smoother skin. I found that had the most results in having increased firmness and softer skin. I will continue to buy this product and have recomended it to my friends. The only thing I wish I could change would be to have to option to buy it in larger quantities. All in all I give this product four stars, very high for me.