How do you think about that distinction, Marcelo, and why does it matter for marketers?

Yeah, I mean, the way, the way I see it is, y- you know, not forgetting that behind the data there's people, and people have their behavior and their quirks that sometimes, uh, just data won't capture, right? It needs more.

It needs a combination of, uh, different sources and observation and even going to consumer's house like we do oftentimes to watch firsthand how they take care of themselves and, and what it means, you know, to be a man in 2026.

Um, and we have great examples in our communication that I think make this in a very, like, elegant and humorous way.

It's kind of a nod to men that we understand men and we understand what it means to be a man and the, and the quirks that come with it.

Uh, I remember we had a campaign that we launched for The Groin in 2024 called The Boys, which we represented men's, you know, private parts with two mini versions of that person.

And, and there was a lot of situations I invite you to, to watch, uh, on YouTube or whatever you wanna watch.

What made you realize the company needed to rebalance more toward upper funnel brand building as it got bigger?