Not real sure how to rate this product, my first time trying beard butter as I've only been growing the beard for 9 months now, but lets give it a go. The aroma is not as strong as the oil, which is a good thing. Gives good hold if you wish to add a bit of style and shape. The new formula is great, holds its consistency well and can be kept on a shelf. Overall another great product from the lovely gang at Jericho Australia. Beard on people.