Nice review! I called Coppertone because I couldn't find shelf life info on their website and got curious. Got right in and spoke with a representative who said it maintains its potency until the expiration date. My bottle's expiration date is on the bottom. If it doesn't have an expiration date, you can look at the number printed on the bottle that starts with a number and then a letter. The number stands for the year it was made, so you can add three to that year number. For example, if it has a "7" first, then it would maintain its potency until 2010.