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Well I just checked and the exact label is "new improved formulation". I found this one to be much easier to peel off the rubber afterwards. Otherwise, both formulations work fine but I tend to prefer the "new improved formulation" ones now.
It doesn't say anything like that on my bottle. When searching for imagines on the internet, I can only find the 50ml tubes and the 125ml square bottles with 'new improved formulation' on them. You happen to have one of those?