Yeah

... that had been done.

And the biggest thing that that pointed to was a lack of emotion- emotional differentiation, um, and a really kind of, like, significant white space opportunity to talk about beauty authority.

And nobody, I think, in, in the market of which we operate in, no one's really taking the opportunity to leverage authority in the beauty space.

Um, but it just felt, I, I suppose almost instinctive for us to not do that in like a lofty way, but actually to do it in a way that felt very accessible-

Mm.

Um, and I would love to take this kind of, I think there's almost like two s- sort of pillars for me within, like, our insiders.

So there's definitely, like, key individuals who I think can really represent that beauty authority, um, in a really compelling way.