I started using Latisse in June of 2010. I filled my script at Target for $96. The first bottle lasted over 6 weeks. It took almost three months before the full effects were noticed. My eyelashes are absolutely beautiful now and I am thrilled. I don't want them to get "scary" long so I am now using it only 3 nights a week. I figure the annual cost will be around $400. I am in my mid-40's and feel that having the longer lashes actually makes me look a few years younger. I definitely think its worth it, especially for people with brown eyes who don't have to worry about dark spot on their irises.