Product: Insolia Inserts, one pair $8.90 or a three-pack for $17.80 at www.insolia.com

Key ingredients: Clear, flexible gel pad that matches the shape of the heel and arch of the foot.

The pitch: Makes high heels comfortable.

How it works: The design, invented by a New Hampshire podiatrist, redistributes a woman's weight by shifting more of it away from the ball of the foot and back to the heel. Pressure is more evenly distributed throughout the sole so the angle of the foot in the shoe is decreased, making it feel as if you're wearing flats.

Pros: The inserts have the American Podiatric Medical Association's Seal of Acceptance honoring products that promote foot health. The inserts don't change the appearance of the shoe.

Cons: The inserts are pricey and cannot be transferred to another shoe once they are installed with the attached adhesive. No scientific studies support the claims.