I too was disappointed to find that my favorite baby lotion was no longer being sold so today I tracked down someone at Playtex (used to be marketed under mennen/colgate palmolive) to clarify to me exactly what happened. They tell me that a company called Ascendia ascendiabrands dot com has now purchased this line and still markets it. So I ventured out and low and behold I find it on the shelves but with a different look. Same scent and thickness as before.  Im hoping same formula.  Now the bottle is white with a  pink  flip top. It's still called Baby Magic Gentle Baby Lotion. It's  $3.99 for a 16.5 oz bottle. Walgreens had them on sale 2 for 5. So I got 2. The other listed website/numbers listed are babymagic dot com & 1-888-532-BABY(2229) Monday theu Friday. Hope this helps all of you who like me was looking.

June