I think it's the 'you're worth it' line that pulls me into this brand! It's a primer that's smoothing, skin refining ! Squeezes out as a thick pinkish white cream and disappears into skin to mattify erase pores, smoothe lines and blur imperfections! Easy does it on application as make up can slide a bit post application! Made the biggest difference around my eyes! I like it although I must say i like Avon Magix a teeny bit more!