The idea is so simple and not exactly new, but effective.
To boost the effects of its new Lift and Firm Sculpting Gel from its signature Ceramide range, Elizabeth Arden attached a roller applicator to the product.
So as you squeeze the tube, the gel formula oozes onto the roller-applicator which you apply onto the skin in upward strokes to firm and lift.
Coat skin with the gel, then gently massage it into the skin.
It immediately makes the skin feel tighter and more supple.
If you prefer lightweight hydration on your skin, you could also use this in-lieu of a moisturiser.
This formula also primes skin well for make-up, as it leave skin smoother, firmer and moisturised enough for foundation to set nicely on it.