SK-II

And it's like priced well.

And they have the SK-II.

Yes.

Japanese stuff.

I think to your point, different things being fermented is going to give you different bioactive materials and thus different benefits topically.

Patera by SK2 is a good example.

And like SK2 has released a lot of the data or a lot of the studies they've done on the Patera specifically.

That being said, it's like, brand and manufacturer-generated data.

So there is some degree of bias to some, like, obviously.

Exactly.

Even their ultra premium legacy prestige brands like SK2 are struggling to maintain relevance.

Chinese consumers are pivoting toward domestic brands that iterate faster and align more closely with localized beauty trends.

P&G is losing market share in its highest margin geography.

Yeah.

Now, to see how a brand successfully pivots from generic differentiation to highly emotional distinctiveness, we should examine SK-II.

Oh, the luxury skincare brand owned by P&G.

Right.