I have used St. Ives lotion for well over a decade, and I have recommended it to many friends. Many have asked how I remain wrinkle-free and how my hands stay so soft, and I've always shared my secret with them. No more. The new formula is in NO way an improvement over the old formula. In fact, this formula has made St. Ives exactly like so many other nasty, greasy, heavy lotions on the market--except it doesn't even last as long. Within a couple of hours after applying this "new" formula, my skin feels dry again. With the old formula, my skin felt good all day. I've talked with several friends who I got started on St. Ives, and the sentiment is unanimous. Everyone hates the new formula. From reading a few of the other reviews, it seems the sentiment is unanimous here, as well. Coca-Cola learned from its "new formula" mistake and brought back Coke Classic. Here's hoping that St. Ives learns the same lesson and brings back the old formula. You might also consider firing the dolt who made the decision to change it in the first place.