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Cremo Cream price jump?

I was at a branch of my bank in a local Kroger the other day to deposit a check. The men's shaving stuff is right nearby and I often stop to browse.

I noticed the price for Cremo Cream was now $7.99. The last time I bought some, at a Walmart, I could swear the price was $5.99.

What gives? Has the price jumped across the board? It is one of my most used creams, but I don't think I'm going to tolerate a $2 price increase for no discernable reason.
 
Cremo website price $7.99 - MSRP hasn’t changed
Walmart price $5.97
Amazon price $11.95 for 2

Large scale retail discounters tend to ignore MSRP.
 
I've been using Cremo for a couple of years and like how slick it makes my face. Anyone know of anything else that works any better?
 
I bought my first tube from CVS for around $12. A few weeks later I found out Target and Walmart sell the same product for around $6.
 
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