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SPONSORED CONTENT: PRODUCT SPOTLIGHT 21 WTHAT’S PURPLE CRYING? he acronym Purple is used to describe specific types of baby crying and what is often described as colic, a common condition suffered in the first 12 months of life. Purple crying can be a useful way to understand the phase of a baby’s life when they are more likely to be unsettled. P – Peak of crying U – Unexpected R – Resists soothing P – Pain-like face L – Long lasting E – Evening Treating wind with Infacol Infacol contains simethicone as its active ingredient. This defoaming agent gets the small, trapped air bubbles in a baby’s tummy, caused during feeding, to join into bigger bubbles, making it easier for babies to expel, providing instant relief. Features of Infacol • Free from sugar, alcohol and colourant. • Infacol can be given from birth. • Has a pleasant orange flavour. • Each bottle includes an integrated dropper, making it easy to administer and especially useful when giving Infacol to baby before each feed (convenient and easy to find). • One dropperful is the perfect dose before each feed, two can be given if necessary. • Infacol should be given before each feed, regardless how many times baby feeds. Simethicone doesn’t get absorbed into the baby’s body; therefore, it cannot be overdosed. Additional information: RRP: Infacol, $14.99. Stockist inquiries: 1800 506 750. Visit: infacol.com.au RETAIL PHARMACY ASSISTANTS • MAR 2021