I could be wrong, but in some of the previous reviews, the shavers who panned this as a pre-shave, also said that it lasts forever. That may be why they don't like it. I apply it liberally on my wet face immediately after stepping out of the shower. I rub it in like a face massage and let it sit while lathering up a brush. I apply lather right over the top of the proraso without wiping off any excess.This is what shaving is all about. It makes my face nearly cut-proof and is a luxurious experience. I have to order from overseas to get the big jars as I go through it pretty quickly. I use Neutrogena razor defense AS cream and finish by splashing on my favorite AS. Clubman or Old Spice used to feel like acid on my face until I started using the Proraso. Now it is pure luxury. Use it preshave and don't be stingy, it's cheap compared to a lot of stuff out there.