Possible Clues:

• Sunscreen, e.g.
• After-shave, e.g.
• It may be for external application, but fool laps it up
• Look at note about cosmetic cream
• The first item gets on on the outside
• That's what goes on outside it back there with the loon around
• External preparation - simple person swallows it wrongly
• Calomine --, soothing prepration applied to the skin
• That's how 27 across gets charged in liquid form
• Medicinal or healing liquid