The Two Most Mysterious Words in Modern Shopping

My face wash goes by many names. About a decade ago, I started using a product under the brand name Cetaphil because, as best as I can remember, a dermatologist recommended it to me. At some point not too long afterward, I elected to save a couple of bucks by switching to a similar-looking product, one with a CVS logo, that sat next to Cetaphil on the shelf. I’ve stayed more or less loyal to that Cetaphil look-alike ever since, and have grown accustomed to the texture and odor of this particular translucent goop, as well as its price points: $13.49 for Cetaphil and $10.99 for the store brand when I last checked at a CVS. ….[READ]