that's a very good point that's something that cuts across both ulta and elf when i spoke to dave kimball at ulta, he said we have across the brands price point so he said they are hedging their bets that way. with elf, for example, i spoke to their cfo and she said they are actually gaining more traction among older consumers who are looking to save on those beauty items too. >> i'm curious what you see in terms of trends here when we were talking about the return to the office, there was this expectation that everybody would go out and buy new work clothes maybe to fit changing bodies from the pandemic weight gain or loss and maybe a decline in ath leisure, for instance, lululemon. we all got used to these zoom calls where you're looking at the camera and you can see yourself the whole time. in normal times you look at the mirror in the morning before you leave and that's it. >> when you're on a zoom, you're seeing yourself as you are, and whether that's a carryover now for beauty. >> i think that's a fair point and that's part of the reason why it's sticky too. it's one small thing you