Before this, I'd never used a whitening product. I was walking around in Shoppers one day (Yeah, we get it in Canada <3), and I saw it next to the $36 opposition. I thought maybe my smile needed a little spiffin' up, and for $6 I couldn't resist. I just applied it directly into my teeth with a q-tip and let it sit for 10 minutes. But I agree, LOTS of drool, LOVE the taste (I found myself craving it one day!), and does a terrific job at whitening. I feel like grinning at everybody who passes by to show off my pearly whites :D Def a secret weapon, but lets keep it a secret, Ladies!