The way it looks is just like applying any other typical transparent lip balm [e.g. chapstick and burtbees] … the difference is that this balm comes in a beautiful packaging with additional actives like Triglyceride-packed formula. In my personal opinion though, the retail price of €23 can still be lowered to target more consumers so that they won’t hesitate on trying out this balm. Once they do, they’d definitely know it is worth every penny. I don’t mind paying a little extra, as long as I know that the product really works for me. On this case, it has exceeded my expectation.