we learned after that point determine dermalogica goes out the gate as dermalogica. we know you know your country very well, but we know dermalogica very well. we know our personality well and this is how we are going to do it. i hope as human beings we believe to give back in some capacity. here's the thing, i think it's a very dated model to think that social impact of your business is somehow some benevolent thing you do. it needs to be embedded in your brand. what is it that made your brand successful? so for dermalogica is what made us successful was women entrepreneurs working in this industry. we wanted to directly impact that and expand it. so our fight initiative speaks to all those points that are embedded in our company as part of our dna and we are committed to getting women to grow and start their own business in any industry. >> stay with us for a lot more from the world of entrepreneurism. we'll answer your business question on how to get customers to come back. >>> and mixing wine with vodka? today's elevator pitcher hopes to lift our spirits with her