I found it at Wal-mart for $9.88 and started using it at bedtime. My heels are so much unbelievable better looking and I'm thrilled! You put it on like deodorant so you don't even have to use your hands to rub it in. Which makes me even happier about using it. If you have dry, cracked heels you have to try this stuff. Oh and it smells good too.