00:00I don't think we really talk about ROI. We don't sit in meetings and look at the
00:04return on investment. No, we don't. We built the brand in an incredibly organic
00:08way and I think what was really important to Haley from the beginning
00:11was to build this world of road that was not transactional, that was really a
00:15one-to-one connection with our consumer. Both Haley and I are not from a
00:18traditional beauty background. Haley was a big model in the fashion industry and
00:21my background was more in fashion and retail. I worked at Reformation and
00:24Michael Kors. When we looked at the fashion landscape there's so many brands
00:27that build a true emotional connection with their consumer through visual
00:30storytelling and visual language. We felt like in the skincare and beauty
00:34industry there was white space to do the same and to build a brand that really
00:38connected with consumers. So the way that we approach world building and this
00:43surround sound tactic is we're really trying to connect with our consumer and
00:47create desire. I mean the world of road which we talk about is sort of this
00:50extension of Haley's personal world. It's aspirational but accessible, it's fun, it's
00:54sexy, it's playful, and we really focus on marketing tactics that boost that world
01:00versus looking at ROI.
