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Developed with dermatologists, CeraVe is the #1 Dermatologist

Recommended Skin Care Brand that delivers 3 essential ceramides

skin needs to moisturize and restore its natural protective barrier.

3 ESSENTIAL CERAMIDES With Ceramides 1, 3, and 6-I I to provide an optimal balance of skin identical ceramides and help repair and restore the skin barrier.

MVE DELIVERY TECHNOLOGYpatented Mult iVesicular Emulsion (MVE) ensures moisturizing ingredientsare delivered to the skin slowly over time, last ing long after you apply it .

SAFE & EFFECTIVE:✓ Therapeutic skincare line✓ 100% Fragrance-free

✓ 100% non-irritat ing

Every CeraVe product is 100%

non-irritating and fragrance free 1

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MEDICAL DETAILING OVERVIEW

CeraVe sales team covers: Dermatologists, General Practitioners, Pediatricians

Currently we have:• 88 Dermatology Sales Team field reps covering 12,000 Dermatologists + Pediatricians• Blue Sky Immersion Primary Care & Pediatrics Sales Team, Primary Care + Pediatrics, 74

Sales Reps

Professional tool kit used to detail CeraVe product/science include:

SAMPLES COUPONS DIGITAL SALES AID EMAILS TRADE SIZE PRODUCT KITS 3

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$63 $104 $134

$173 $198 $230 $297

$385

$758

$1,000

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021Goal

CeraVe US

All Channel Sell-out $M

2021 Goal:

#1 Skincare Brand

$1BSELL-OUT

MAXIMIZEBUSINESS MODEL

INTEGRATEBUSINESS

EXPANDBUSINESS MODEL

CeraVe has been experiencing record growth YOY

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CeraVe National Sales Trends Rank Brand Dollar Sales $ % chg Dollar Share Dollar Sales chg

Grand Total $6,455,493,767 5.4% 100.00% $331,302,045

1 CERAVE $671,283,198 67.8% 10.40% $271,147,338

2 NEUTROGENA $664,605,553 -3.4% 10.30% ($23,338,013)

3 OLAY $539,907,262 -3.1% 8.36% ($17,250,547)

4 AVEENO $318,589,912 0.8% 4.94% $2,633,166

5 CETAPHIL $309,417,490 18.1% 4.79% $47,441,631

6 LOREAL $282,813,255 0.7% 4.38% $1,952,635

7 PRIVATE LABEL $277,552,865 33.0% 4.30% $68,844,136

8 JERGENS $256,744,635 3.1% 3.98% $7,613,381

9 GOLD BOND $201,179,691 5.6% 3.12% $10,708,031

10 NIVEA $171,980,474 1.5% 2.66% $2,489,965

11 CLEAN & CLEAR $146,002,094 -18.9% 2.26% ($33,978,875)

12 NO7 $142,731,681 -10.2% 2.21% ($16,178,198)

13 VASELINE $140,975,086 2.6% 2.18% $3,533,881

14 EUCERIN $126,583,471 11.6% 1.96% $13,131,524

15 GARNIER $115,876,710 11.9% 1.80% $12,304,726

16 BURTS BEES $106,223,936 -11.3% 1.65% ($13,547,517)

17 PALMERS $102,029,792 11.4% 1.58% $10,403,985

18 BIORE $96,758,186 -14.2% 1.50% ($15,953,582)

19 LA ROCHE POSAY $82,718,440 76.9% 1.28% $35,969,501

20 DIFFERIN $81,521,351 39.8% 1.26% $23,223,452

CeraVe is the #1 Skin Care Brand in the L52 Weeks

IRI L52 Weeks Ending 8/8/21 (Facial & HBL)

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Providing Therapeutic skincare for all

EXPANDING PROFESSIONAL REACH

THERAPEUTIC SKINCARE AUTHORITY

GROW HHP & ACCELERATE CROSS

PURCHASE

CONSUMER CENTRIC COMMUNICATION

Expand to GPs, Pediatrics & Pharmacists

Extending reach with Millennials, Gen Z &

Multicultural

2021 Strategic Pillars

Reinforce derm equity and barrier repair

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2022 Marketing Recap - $62.4M spend in 2022

• CeraVe on TV EVERY month in 2022

7

2022CERAVE January February March April May June

Objective

TV Weeks1/3, 1/10, 1/17

CREAM

1/31, 2/7, 2/14

CREAM

3/7, 3/14, 3/21

CREAM

4/4, 4/11, 4/18

CREAM

5/9 & 5/16

CREAM

6/6, 6/13 & 6/20

CREAM

FSI Dates & Offers (FSI's paper only, no digital integration)

51MM Circ Each

3 week expiration on all FSI

Offers TBC

1/2/2022

$3 Off Any CeraVe

$3 Off Any CeraVe Skin

Renewing

$4 Off Any CeraVe Baby

$3 Off Any CeraVe Healing

Ointment

2/6/2022

$3 Off Any CeraVe

$3 Off Any CeraVe Healing Ointment

$4 Off Any CeraVe Baby

3/6/2022

$3 Off Any CeraVe

$3 Off Any CeraVe Healing

Ointment

$3 Off Any CeraVe Skin

Renewing

5/8/2022

$2 Off Any CeraVe

$3 Off Any Healing Ointment

$3 Off Any CeraVe Sun

$3 Off Any CeraVe Itch

6/26/2022

$4 off Any CeraVe Sun

Priority 1 Core Moisturizers Core Moisturizers Core Moisturizers Sun & Daily SPF Sun & Daily SPF Sun & Daily SPF

Priority 2 Acne Acne Acne Facial Moisturizers/Skin Renewing Facial Moisturizers/Skin Renewing Facial Moisturizers/Skin Renewing

Priority 3 Healing Ointment / Itch Healing Ointment / Itch Healing Ointment / Itch Cleansers Cleansers Cleansers

Q1 Q2

Gain new households & leverage our valuable shopper to drive cross-purchase

Product/Segment Focus

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2022 Marketing Recap - $62.4M spend in 2022

• CeraVe on TV EVERY month in 2022

8

2022CERAVE July August September October November December

Objective

TV Weeks6/27, 7/4, 7/11, 7/25

CLEANSER

8/1, 8/15, 8/22

CLEANSER

8/29, 9/12, 9/19

CREAM

10/10, 10/17, 10/24

CREAM

10/31, 11/14, 11/21

CREAM

11/28, 12/5, 12/12, 12/19

CREAM

FSI Dates & Offers (FSI's paper only, no digital integration)

51MM Circ Each

3 week expiration on all FSI

Offers TBC

7/31/2022

$2 off Any CeraVe

$3 Off Any CeraVe Cleanser

or Makeup Remover

$3 Off Any Acne

$3 Off Any Sun

10/16/2022

$3 Off Any CeraVe

$4 Off Any CeraVe Baby

$3 Off Any Skin Renewing

11/20/2022

$3 Off Any CeraVe

$4 Off Any CeraVe Baby

$3 Off Any Healing Ointment

Priority 1 Cleansers & Body Washes Cleansers & Body Washes Cleansers & Body Washes Core Moisturizers Core Moisturizing Core Moisturizing

Priority 2 Acne Acne Acne Healing Ointment Ointment Ointment

Priority 3 Core Moisturizers Core Moisturizers Core MoisturizersTherapeut ics- Psoriasis,

Eczema, Diabetes

Therapeut ics- Psoriasis,

Eczema, Diabetes

Therapeut ics- Psoriasis,

Eczema, Diabetes

Q3 Q4

Product/Segment Focus

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RANK UPC NAME SIZE

16 3606000537637 CeraVe® Itch Relief Moisturizing Lotion 8.00 OZ

17 3606000554719 CeraVe® Healing Ointment 1.89 OZ

18 3606000537378 CeraVe® Makeup Removing Cleanser Cloths 25.00 CT19 3606000538160 CeraVe® Therapeutic Hand Cream 3.00 OZ

20 3606000534759 CeraVe® Moisturizing Cream 8.00 OZ

21 3606000537736 CeraVe® Moisturizing Lotion 8.00 OZ

22 3606000537538 CeraVe® Hydrating Facial Cleanser 8.00 OZ

23 3606000534919 CeraVe® Foaming Facial Cleanser 8.00 OZ

24 3606000554559 CeraVe® Hydrating Cream-to-Foam Cleanser 8.00 OZ

25 3606000537521 CeraVe® Ultra Light Lotion SPF 30 1.70 OZ

26 3606000527997 CeraVe® Hydrating Hyaluronic Acid Serum 1.00 OZ

27 3606000537682 CeraVe® Hydrating Cleansing Bar 4.5oz 4.5 OZ

28 3606000559554 CERAVE® Foaming Cleanser Bar 4.5oz 4.5 oz

29 3606000537644 CeraVe® Healing Ointment 12.00 OZ

30 3606000537507 CeraVe® Skin Renewing Day Cream SPF 30 1.76 OZ

31 3606000537316 CeraVe® Skin Renewing Cream Serum 1.00 OZ

32 3606000537620 CeraVe® Itch Relief Moisturizing Cream 12.00 OZ

33 3606000577138 CERAVE® Acne Foaming Gel Cleanser 8.00 OZ

34 3606000576971 CERAVE® AHA/BHA Acne Control Gel 1.35 OZ

35 3606000576810 Skin Renewing Exfoliating Treatment 1 oz 1.00 OZ

Skin Care (Facial + HBL)

RANK UPC NAME SIZE

1 3606000537668 CeraVe® Moisturizing Cream 16.00 OZ2 3606000537736 CeraVe® Moisturizing Lotion 12.00 OZ3 3606000537460 CeraVe® Facial Moisturizing Lotion AM 3.00 OZ4 3606000537453 CeraVe® Facial Moisturizing Lotion PM 3.00 OZ

5 3606000537699 CeraVe® Hydrating Facial Cleanser 12.00 OZ

6 3606000537750 CeraVe® Foaming Facial Cleanser 12.00 OZ

7 3606000537606 CeraVe® Skin Renewing Night Cream 1.70 OZ

8 3606000512351 CeraVe Skin Renewing Vitamin C Serum 1.00 OZ

9 3606000537613 CeraVe® Eye Repair Cream 0.50 OZ

10 3606000537552 CeraVe® Renewing SA Cleanser 8.00 OZ

11 3606000559998 CeraVe® Hydrating Cream-to-Foam Cleanser 12.00 OZ

12 3606000537583 CeraVe® SA Renewing Cream 12.00 OZ

13 3606000537712 CeraVe® SA Renewing Lotion 8.00 OZ

14 3606000512238 CeraVe® Acne Foaming Cream Cleanser 5.00 OZ

15 3606000512276 CeraVe® Resurfacing Serum 1.00 OZ

Skin Care (Facial + HBL)

Item Ranking – Skin Care

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RANK UPC NAME

1 3606000560192 CeraVe® Baby Wash & Shampoo 8.00 OZ

2 3606000560239 CeraVe® Baby Lotion 8.00 OZ

3 3606000560314 CeraVe® Baby Moisturizing Cream 5.00 OZ

4 3606000560352 CeraVe® Baby Healing Ointment 3.00 OZ

Baby

SIZE

RANK UPC NAME

1 3606000514959 CeraVe® Hydrating Sunscreen SPF 50 Face 2.50 OZ

2 3606000514911 CeraVe® Hydrating Sunscreen SPF 50 Body 5.00 OZ

3 3606000512313 CeraVe® Hydrating Sunscreen SPF 30 Tint 1.7 OZ

4 3606000515031 CeraVe® Hydrating Sunscreen SPF 30 Face 2.50 OZ

5 3606000514997 CeraVe® Hydrating Sunscreen SPF 30 Body 5.00 OZ

6 3606000538177 CeraVe® Sunscreen Stick SPF 50 0.47 OZ

7 3606000537798 CeraVe® Baby Sunscreen SPF 45 3.50 OZ

SIZE

Sun Care

RANK UPC NAME

1 3606000512238 CeraVe® Acne Foaming Cream Cleanser 5.00 OZ

2 3606000512276 CeraVe® Resurfacing Serum 1.00 OZ

3 3606000577138 CERAVE® Acne Foaming Gel Cleanser 8.00 OZ

4 3606000576971 CERAVE® AHA/BHA Acne Control Gel 1.35 OZ

SIZE

ACNERANK NEW UPC NAME

1 3606000537637 CeraVe® Itch Relief Moisturizing Lotion 8.00 OZ

2 3606000538191 CeraVe® Eczema Soothing Oil 3.40 OZ

3 3606000537484 CeraVe® Healing Ointment 1.89 OZ

4 3606000537620 CeraVe® Itch Relief Moisturizing Cream 12.00 OZ

5 3606000537200 CeraVe® Hydrocortisone Anti-Itch Cream 1.00 OZ

SIZE

First Aid

Item Ranking – First Aid, Acne, Sun, & Baby

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N e w I t e m s

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F a c i a l S k i n C a r e

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Facial Skincare is

Recruiting New

Cleansers are

Driving Category

Growth

Aging, Dry Skin &

Acne are Top Concerns

Source: Nielsen Panel Total US 52 WE 11/28/20; New User Study Nov . 2020

Drivers of New Consumers to Brand in 2020

Started

Using in

P4M

% CeraVe Products First

Purchased

Facial Moisturizers/Treatments 74

Facial Cleansers 63

Body Moisturizers 53

Body Cleansers 37

Sunscreen 25

First Aid 20

Started

Using in

P4M

Acne / Breakout Related

Acne 30L

Blackheads 17

Pimples/breakouts 20

Acne marks/scars 16

Whiteheads 12

Dryness / Specific Concerns

Dry skin 33

Eczema/dermatitis 7

Wrinkles / Firmness

Fine lines 20M

Wrinkles 10

Under-eye bags/puffiness 17KLM

#3CLEANSING BRAND IN THE USA

VS. #7 YAG

NIELSEN xAOC FY 2020, KKM Costco, Ulta, HEB; no Amazon

#1CONTRIBUTOR TO CATEGORY

GROWTH, +$78MM vs. YAG

+101.3% $ % Chg.

CERAVE FACIAL SKINCARE INSIGHTS

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A complete healthy skin regimen of dermatologist tried and true anti-aging ingredients to renew and restore skin

Source: Catalina 52W 11/11/20.

Glycolic-Lactic blend exfoliates to smooth fine lines and reveal radiant skin without flaking or irritation

I know that exfoliation is important for brighter, smoother skin because it helps remove dull, dead skin, but I have heard that scrubs can be harmful.

✓ GLYCOLIC & LACTIC ACIDS✓ LICORICE ROOT EXTRACT✓ 3 ESSENTIAL CERAMIDES✓ FRAGRANCE FREE & PARABEN FREE✓ GENTLE ON SENSITVE SKIN

NEW! S K I N R E N E W I N G

N I G H T L Y E X F O L I A T I N GT R E A T M E N T

BUILD THE REGIMEN WITH SKIN RENEWING

INNOVATION

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S A C L E A N S E R B A R- F O R R O U G H & B U M P Y S K I N -

“I love the feeling of scrubby body washes and soaps on my skin, because it makes my rough skin feel smoother and cleaner, plus, the sensation is nice… but I know scrubs can do some damage, and they often leave me feeling even dryer.”

✓ GENTLE SURFACTANTS: Efficiently cleanse with a soft foam & optimal pH for a clean feeling without added dryness

✓ DUAL-ACTION EXFOLIANTS: Salicylic acid loosens dead skin by breaking down cell junctions, while perfectly spherical jojoba beads lift them away, without causing microtears on the skin’s surface

✓ 3 ESSENTIAL CERAMIDES: Help maintain the skin barrier to leave skin feeling smooth and comfortable, not dry or tight

SOAP & SLS-FREE | FRAGRANCE FREE | PLASTIC MICROBEAD FREE

Rough, bumpy skin? Down the drain.

Developed with dermatologists, CeraVe’s first cleansing bar for rough, bumpy skin to combine deep cleansing efficacy with dual-action exfoliation, all without stripping the skin.

FPO

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C1 - Internal use

EXPAND ASSORTMENT WITH NEW FORMATS

SA CLEANSER 16OZ

SA CLEANSER 8OZ

LIST COST $8.16

MSRP MASS $11.99

SA CLEANSER 16OZ

LIST COST $9.70

MSRP MASS $14.99

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C1 - Internal useSources: R&I Cleanser study 2019- in the US

17% Of our FC users use a Toner after use

6% Of our FC users use a Toner before use

22% Of our FC users use a Toner after use

3% Of our FC users use a Toner before use

BASKET BUILDING OPPORTUNITY

Key Takeaway: ~25% of CeraVe Foaming & Hydrating cleanser users use a Toner before or after cleansing

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Hydrating TonerFor Normal to Dry Skin.

KEY TECHNOLOGY

▪ 3 ESSENTIAL CERAMIDES to help restore skin’s protective barrier▪ HYALURONIC ACID to intensely moisturize dull, dehydrated skin ▪ NIACINAMIDE to instantly soothe and calm skin▪ CLEANSING MICELLES to clarify and clean leftover residue

ALCOHOL FREE | FRAGRANCE FREE | NON COMEDOGENIC | pH BALANCE

Developed with Dermatologists, an astringent- and alcohol-free toner soothes and tones skin while locking in moisture. Our gentle formula combines 3 essential ceramides with hyaluronic acid and niacinamide for refreshed, healthy-looking skin.

Cost: $5.99SRP: $8.99Margin: 33%

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C o m p l e x io n C a r e

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OPPORTUNITY TO EXPAND CERAVE PORTFOLIO WITH SA

Source: Nielsen xAOC L52W 12/26/20.

CLEANSERS

59%

TREATMENTS

27%

MOISTURIZERS

7%

OTHER

7%

Cleansers account for 59%of Acne Category Sales

➢ 64% are formulated with SA, -6.7% L52W

➢ Neutrogena is 25% of SA Cleanser sales, -5.1%

+12.0%

-3.6%+7.9%

+28.3%

*Other includes toners, astringents, moisturizer / cleanser combos

#5

#3

#2 & #3

SA innovation from the #1 derm

recommended skincare brand to drive

category growth

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NEW

AcneControl Gel

WITH 5.5% AHA & 2% BHA

NEW

AcneControl

Cleanser2% SALICYLIC ACID

The 1st alcohol-free treatment thatclears acne with no downsides

Removes excess sebumand reduces acne, with no

further irritation

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CERAVE ACNE EVOLUTION

YEAR 1: REACTIVE – efficacy with less irritation YEAR 2: PREVENTATIVE – treat at the source

• 4% BPO to treat acne

• Retinol Serum for post acne marks

TREAT ACNE & ALLOW SKIN TO HEAL

• 2% SA cleanses pores and reduces sebum

• Unclogs pores and helps prevent new acne

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2021 Sell-Out Goal: $78MM; +99%

TRADE TRIAL & CONVERSIONMEDICAL DETAILING MEDIA & PR INNOVATIONMEDICAL

• Medical Detailing

• Pharmacist Education &

Nurse Advocacy

• Programmatic

• PR, Digital, Social• Retention & loyalty

• Cross-purchase

• SA Cleanser

• Expand Regimen

BECOME THE #2 MASS MEDICAL ACNE BRAND

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Baby Re-Launch

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CERAVE BABY IN-MARKET 2020

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BABY RELAUNCH OVERVIEW

BABY IS A STRATEGIC PILLAR FOR THE BRAND, WITH A LONG-TERM APPROACH TO GROW THE SEGMENT AND BE THERE FOR ALL OF MOM'S BABY SKINCARE NEEDS

Scientific studies will bring exciting new claims that resonate with mom's need for trusted, efficacious products – read more

Strong and relevant claims will be the focus of pack updates, derm detailing, and digital

content, so mom can feel educated at all touchpoints on her path to purchase

New formats offer Experienced Mom larger sizes at a value price to last longer for her family

with savings baked in while driving re-purchase with CeraVe by offering same formats as

other brands.

Consumer research drove our focus to building a strong foundation of elevated claims,

education, & packaging.

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BABY RELAUNCH OVERVIEW

Format expansion for better presence on POS

Softer charter to better fit the baby category

Tested and approved by pediatric dermatologists & consumers

New claims to leverage the importance of ceramides for the delicate skin of babies

STT: 7/1/2021 STT: 8/1/2021

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CeraVe Baby vs. Top Competitors

Formulated with 3 Essential Ceramides

MVE Technology – controlled release for all day hydration

Line developed with Pediatric Dermatologists and Dermatologists

National Eczema Seal of Acceptance on all Products

Full range Fragrance-Free

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C1 - Internal use

Baby 2021 National Plan

EDUCATION TRIAL & CONVERSIONMEDICAL DETAILING SOCIAL & PR IN-STORE SUPPORTMEDICAL DETAILING

BECOME THE LEADER IN MASS MEDICAL BABY CARE

• 2021 priority with sampling + coupons

• 14x increase in samples of our top 3 baby products

• Maternity Ward sampling Pediatric Conferences

• Increased Peds coverage

• Targeted media activat ions• Continued partnerships with

mommy bloggers + influencers

• Relaunch seeding and press push

• Branded tentpole event support

• Content hub for new science on Cerave.com

• Updated PDP content• New custom content for site

• Ceramide digital sales aid

• Display• Merchandising

• FSI circulat ion• Bonus Packs

NEW!

NEW!

FPO

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NEW SAMPLING INITIATIVE: August-December 2021

REACHES NEW MOMS AT HOSPITAL MATERNITY WARDS

1,250,000 TAKE-HOME KITS FOR MOM:3 CeraVe Baby samples in each box

Educational brochure on CeraVe Baby

COVERAGE of 4,400 Maternity Wards

EXCLUSIVITY in the skincare category

ACCESS to educate Doctors/Nurses

LEARNINGS FROM MOM (3 days of focus groups with Moms):

• Samples given to Mom at the hospital are often some of the first products she tries

• Key point in Mom’s consideration set to drive awareness and trial for CeraVe Baby

• New Moms tend to be less price-sensitive and more open to trying new brands until

she finds what works best

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NEW UPCs

NEW FORMATSBaby Wash 16oz: 3606000558991Baby Lotion 16oz: 3606000560277 Baby Cream 8oz: 3606000582859

CURRENT FORMATS OLD VS. NEW UPCSBaby Wash 8oz: 3606000537781 -> 3606000560192Baby Lotion 8oz: 3606000537774 -> 3606000560239 Baby Cream 5oz: 3606000537767 -> 3606000560314

NO UPC Change:Healing Ointment 3606000537842 Baby SPF: 3606000537798

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