“With older adults, right it typically starts impacting. Butter lakes start to happen in mid to late 60s. And it lasts for the entirety of of of of the life of older adults. There's a lot of stigma, so it's one of those taboo topics. right And if you see the changes that have happened in so other verticals, whether it's you know shaving, even your sensitive parts, whether it's menstrual products that now are out in the wild and you know the conversation is starting to change. So we thought that there was an opportunity to innovate with and for older adults, starting with this very myopic set of products.”