So I, I'm intrigued to know if you have any favorites or if you have any shout-outs that you'd like to make on this sensorial synergy prediction.

For me, soundscapes is under- underused and is an underused kind of area.

But it, I can also appreciate that it's very challenging how, how do you bring sound into the mix from, from a physical product? So it can be, it can be quite challenging.

But we have seen brands, for example, they might have a QR code.

And then you scan the QR code, and then you can link to a, a nice piece of music while you're brushing your teeth or while you're applying your skincare products.

So that's, that's kind of one way how I've seen some brands kind of connect to the sense of sound, and we know that, um, music can help you feel relaxed, uh, so really leveraging that sound therapy as well.

Um, but mostly I think brands are, are leveraging sound in their marketing, on their social media posts to connect with consum- Also connects with the brand's positioning.

So I think there's a lot of opportunity actually here to really, you know, win first-mover advantage and offer accessible wellness/beauty to kind of feed into that, uh, group of consumers who maybe have been priced out of the category until now.