campaigns in one year.

You have to remember that every time we're launching something new, it's a new product.

Maybe it's... a new lip liner that leaves a stain.

The next week, we're launching a hydration product that is $12 or under, and it's for everyone from the kiddo who's just starting their skincare routine to my mom.

And so we think about the product first.

And who is going to be the authority in telling that story to begin with? And then what we like to talk about is this like 60-40, 70-30 rule.

That 60-40 percentage is like your tried and true, your authorities that you can count on, that you know have a loud voice that can help get the word out.

So with Elf Pop and the Spicy But Nice holiday campaign and collection and the hair launch that came along with that, How do you brief creators on categories that are typically a little bit harder to show up in short form videos?