So I want to ask both of you about what have been some of the moments of resistance where you've had to find a way through? How have you convinced people? How have you built that momentum in the face of, I'm sure you had resistance at times?

Of course, every change, every transformation program you're introducing is going to face some kind of skepticism at the beginning, which is healthy, actually.

So in order to succeed, I think any transformation program that has been successful was based on the idea of trust, right? So we try to do that on two levels, I think.

The first one is establishing trust with, you know, the partners we're working and they are, you know, partners on this journey for us.

So we're working with some of the world's best measurement partners, you know, Echometrics being one of them, Circana, AAP, etc.

The first thing you're introducing is understanding what a critical role the measurement agencies are playing on this transformation journey.

And EKI has been there from the beginning.

So what are the sort of tools and techniques and thought processes you go through to ensure that you really stay at the cutting edge of these disruptive sort of trends that are taking shape? And then sort of bring it back into your measurement frameworks and analysis to make sure that L'Oreal is really at the front, sort of front running this.