That's most def the expiry. I've never actually noticed that date being covered ever. I'd feel lame peeling the SKU back too but I'd just ask the LFS to check for me.
As far as I know an Elos kit is bad if the kit (even unopened) is beyond that date or if it's been used (even once) more than a year ago. I recall reading they're only trustworthy for one year after first use regardless of expiry? I'm guessing this loosely applies to all kits.
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