Although this is marketed as a "Body Serum", I kinda feel like it really is just a body lotion, and in that sense, thus not all that different from Nivea's other whitening body lotions on the market. The difference, though, is in the lightness of this product - perhaps that is why it's called a serum instead of just plain ol' lotion. The product, once squeezed out of the tube, it's a light-feeling, white coloured lotion with a more watery feel. It's definitely a more water-like body lotion than a thick body cream.