I am nowhere near the target demographic of 'mature' skin, but I have dry skin even though I'm young, so can always use the extra moisture. This is a very thick, creamy, spreadable eye cream. It does have a hint of a fragrance as well (which is why I deducted a star), but has not irritated my eyes - I have reviews of people that have reacted to this, though. Does it lift and firm and prevent wrinkles? I'm young, so haven't dealt with those issues (knock on wood!) and can't comment on this. But it is very hydrating and moisturizing, and makes my undereye concealer apply smoothly, so no big complaints. I find that most undereye concealers are just so thin and don't give me much moisture, so this is a good drugstore alternative until I find a better product.