I really like this lotion. I just bought it this week at Target. I ran out of my other lotion and was looking for something to replace it. My husband and I are trying to get out of debt so I was trying to find the cheapest lotion. The store brand was obviously the cheapest so I went with this one. I left feeling like the up&up lotion was going to let me down. However, I love it! It has left my face feeling so soft and smooth. It comes out easily and goes on your face nicely. I recommend trying this product. It is really good for a store brand. Effectiveness I have only been using this a week but so far I am really happy with it. It has left my skin feeling really soft and nice. It seems to be moisturizing my skin without making my pores clogged. Ease of Application Incredibly easy to use. Just press the pump down and enough comes out to apply to your face. Scent This was surprisingly great. I really like the scent of this lotion. It is one of my favorite things about it.