It's the applicator that I love - no need to get hands sticky, and no feet awash with too-liberal doses of cream that won't sink in! It's like a bigger version of a twist-up lip balm applicator, so easy to use. The balm is excellent too, my very dry and cracking heels were softer after just two applications, and the cracks are now disappearing after using this every day for a week. It's mildly fragranced, smells sweet and pleasant. Much more attractive on the dressing table than my other heel balms too. Top marks from me, I've tried quite a few alternatives but I'm sticking with this from now on. I did get a faulty one on first order (wouldn't twist up), but Next replaced it at no extra charge, so it wouldn't put me off ordering it again.