When I was a kid, my favorite dinosaur exhibit had a row of images of things like fossils, plants, etc. You were challenged to identify each image. Then you could lift up the hinged image and it would reveal the answer. In the same way, Lubriderm would have a row of hinged images: Dry Skin, Oily Skin, Sensitive Skin, etc. The customer lifts the hinged image to grab the lotion they need. Behind each one is Lubriderm.