C1 - Internal use
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
C1 - Internal use
$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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C1 - Internal use
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
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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
C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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C1 - Internal use
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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