What are the trends that you're watching? What's gonna really be driving the sector? I think the funny thing about beauty trends is everybody has their own take. For me, I see a lot in personalization, people wanting things that can help them express their own beauty. And I think you see it in things like the most recent Cover Girl campaign, which just broke, I think, this last week. Now is a Coty business, but Cover Girl has a Cover Boy. And, again, I think just that speaks to personalization. Obviously, direct to consumer, and being able to access brands in different ways is a whole new trend that It's not new, per say, but it's obviously gonna increase. And I think the other thing is just the importance of brands show up, whether it be in the e- commerce space or on a store shelf. But just the critical importance of execution, so that people can both walk to the shelf, whether that be virtually or in lifetime, And be thrilled with what they see and be able to find what they see. And I think that then comes back to people want to be able to personalize their own beauty. [ BLANK_AUDIO ] And express themselves. Right, so how are the ways that consumers are Changing their shopping behaviors impacting the business? What's different now than maybe five years ago? I think some of the things that are different is we really now looked at direct to consumer as a channel. So, previously, we would have the direct channel, the mass channel, etc. But as you see, more and more consumers using their phone to make choices about products. You really have to think about, again, how you show up on that store shelf differently. And so, certainly every category is looking at how do we partner either with the bricks and mortar retailers as they also expand a broader online presence. Or with the Amazons of the world etc. We need to be looking at how do we show up and make sure that consumers can understand what they're buying and that, again, we don't look at that as a channel just because it might be smaller for us now as being less important. It's equally important and will become more important over time. So how do you make sure that consumers are still discovering your products? You know, they're not. They're not necessarily always going to go into the stores, see something new on the shelf and pick it up. How do you do that in e- commerce? You know one of the things is really to make sure that your marketing strategy is well integrated and whether you're really working your search strategies so that as they begin to search, whatever words they choose, which may not be your brand name, again you come top of the list. And just making sure again, the content that you've got is something that's interesting and helps people learn about your product as opposed to just the standard front back of a package. And so, there's a number of different ways, but to me it's really making sure that your marketing program is well integrated to make sure that as consumers try to learn, you make it easy for them to discover.

Here’s What’s Trending in the Beauty Industry