the case anymore. ivy soap mark set share in the 1970s, 70%. today, 24. what happened. >> what happened people are buying products with new technology. years ago the floating soap was a great thing. today, it is not what you throw in your cart. what makes you look young, what your kids are screaming for. they shaped the soap like a smartphone maybe they would be selling more. there are categories for athletes, for different nine mortgages. there is a lot -- minorities. there is a lot more competition. private label brand something cutting into name brands also. gerri: talk a little bit some of the brand that are staying an going for proctor & gamble and the health and grooming arena for example, crest stays. talk about what might go. >> well, i understand they're keeping their shaving line. i think what's important to look at, they have got like 100 brand and they're going to try to get it down to 70 or 80.