Whenever I put Chapstick on it feels so good but how come I have to put it on every 30 seconds? I put it on, I feel better, I take four steps, my lips hurt and I put it on again. I think I have to check the directions to make sure I'm not missing something. Maybe you're supposed to keep your lips in your mouth after you put it on? I think I'll just start using gravy instead. It tastes better and if I don't lick it, it'll never go away. Chuy Bravo, sometimes you are too smart for yourself.