The length of the hold varies from person to person. Generally, people are getting 2-3 days from it. The nice thing about G2BG is that it's easy to apply and easy to clean up. I've used it for a 2 day hold and I could have gone longer. I've never gone swimming with it so I can't speak to that. Another nice thing is that I saw G2BG in smaller travel size bottles--very handy when on the road. And it's been mentioned on here before that it's a great learning tool for 'newbies' as they get the hang of attaching and removing.