Tarang Amin

And they did great.

The only difference is we sold nine times the number of primers they did.

Because the fact is, most people can't afford $56 for a putty primer.

But a lot of people can afford nine.

And so, again, that's...

There are plenty of business models in our space.

There's some incredible, incredible brands.

They have a different model, and I respect them for their model, but I prefer ours.

Yeah, you know, I'd say the hit rates are both good, but the ones that we're actually getting inspiration from the community is even better because you already know there's pent-up demand.

I mean, our innovation teams do a phenomenal job, and it's both the art and the science.

I mean, they're analyzing data to see, like, hey, what's really selling?

What's really working?

What are people socially really engaging on that they really want?

And then the art of how do you bring that elf twist to it?

How do you actually bring it out at even a better value?

And so that's our entire approach.

And overall, our hit rates are way higher than the industry average.

I think new item hit rates and consumer are less than 50%.

Ours are closer to 100 because the insights are coming from what people want.

Well, you know, I'd say the PowerGrip Primer, one of our main products.