I paid €13.95 for a 400 ml bottle (from Gifts & Care). That is about $18 US, converted. So that is about $ 4.50 for a standard 100 ml! And that for a outstanding, magnificent AS. I LOVE this stuff. It has a real classic, old school barbershop scent. In fact, in the past I had a hard time describing barbershop scents. This AS is the best example I can give if asked to describe one. This is as classic as they come; a love it or hate it scent. Very powdery, very barbershop-like. It is barbershop heaven if you like it, but old-man-smell-hell if you hate those kind of scents. Me, I love it. Well balanced, mild natural orange, sophisticated; LOVE IT! It has a nice cooling effect. It has a good moisturizing effect. Not the most from every AS I have tried,but descend. More then enough to leave your skin in good condition. Alcohol, well... his certainly has it. I like that, it stimulates you to shave well. Unless you have sensitive skin I suggest not to avoid AS's because of this; improve your technique instead, and go for a DFS. This quickly became my nr. 1 AS, pushing Proraso to a nr. 2 spot, doing what no other AS has done before. I very strongly recommend this fantastic AS.