Rarely has a retail promise been fulfilled so promptly. The blue Curel Itch Defense bottle, on the left, announces that the new Curel is coming soon and urges us to look for it. We don’t have to look far, because right beside the old bottle is the new version, which as far as I can tell is “new” only because 1) it’s in a white bottle, 2) it’s in a bigger bottle and 3) it costs more. Husband and I were in Wal-Mart recently and he’s the one who spotted this. The side-by-side displays were the same for other Curel lotions, such as the Intensive and the Nourishing flavors. But here’s the thing: The old blue bottle also proclaims its newness — see that yellow oval above the “C” in “Curel”? I don’t know how long the blue bottles have been in production, but I do know it’s been long enough for the newness to have worn off. But apparently the white bottle is newer and in a year or so we probably will have another newer still. And in all fairness, the Curel Web site does say that the new bottles have a new formula, one with “Advanced Ceramide Therapy” that helps skin stay strong and moisturized — although the old bottles still are featured on the Web site. So we’ll see. This whole thing sort of reminds me of the Great Apple-Juice Switcheroo of years ago, when the kids were little and I bought apple juice by the ton. My favorite store always had quart bottles at 89 cents until the day when it advertised new “special” pricing: Four quart bottles for $5! A bargain!!!