I was using the Avon Hydra Firming Lotion, which I quite enjoyed, but this new formulation appeared in the June Avon brochure so I decided to try it out. I love the scent and the fact that my skin stays soft and smooth all day long. I am not too sure whether my skin really is firmer or if it is just that I would love to think it looks firmer. I dont like the runniness of this lotion and it doesnt rub in as easily as the Hydra one either.