Hi. Swell. So today I'm going to tell you about very interesting thing that happened in around 2004, many, many years ago. And it is something that really changed how marketing industry worked. Like it completely revolutionized the dynamics in there. So in 2004, Dove launched a real beauty campaign. So what they did was in this campaign, they had an agenda, and they tried to study the different notions of beauty that people have in their mind