I have tried so many serums but can rarely tell the difference. This is the first time I've seen an immediate noticeable result. I sleep on my side and in the last 7 months or so haven't had much sleep due to my new baby so when I wake up in the morning I have pillow creases and the dreaded "11s" between my eyes. This product claims to give visible results in 10 minutes and it does. I'd say, in less than 10 minutes. What I noticed was that my skin was smoother all over and the lines between my brows were less visible. I looked more well rested and refreshed. By the end of the day I look the same, but for the first few hours after application I look better. I'm using it every day now. I got my sample for free, but I think it's worth the investment.