Pierre Laubies
Chief Executive Officer
Yeah. Over time, we will invest in media in Consumer Beauty. Again, like I said, this year, we need to manage a pragmatic fine line. So, we advertise as much as we can afford for the remainder of the year. But, again, we're already in May. So, the remainder of the year is not a lot of time. But next year, going forward, we will reinvest in media in Consumer Beauty substantially and we will fund that through a combination of focusing on our high profit item. Basically speaking, we will fund that through improving our gross margin essentially, right, and combination of strategic revenue management, combination of reducing non-working media, combination of reducing our COGS, combination of reducing office costs. So, broadly speaking, improve the gross margin and invest in working media at the expense of the other over-the-budget into the P&L of the company. So, that's very clear intention. And this working media will not only be reinvested, but they will be reinvested in a more focused manner. So, that's the fabric of our plan for fiscal year 2020. And I feel very confident that it will change our trajectory. It won't change the trajectory of the category. That is very clear. That's not our intent, but it will change the trajectory of our market shares in the category, and that's the plan. When it comes to hair, it is a mission-critical category for us. We think that we have an opportunity here. And if you take that Clairol, for instance, it is the most underleveraged brand in the whole category when you rebalance its salience and its penetration. It is – versus its salience, it has a much lower penetration than it deserves. And mostly speaking, the reason why it has lower penetration than it deserves is because, actually, we're not necessarily focused on the right shade, our assortment is not the right one, or we are not necessarily using our distinctive assets on our packaging. So, we have a lot of, I would call it, 101 job to be done there and to improve our performance. And when it comes to the category, yes, there are some categories which are not necessarily growing in hair, in retail, but there are categories which are growing and Root Touch-Up, for instance, is a very nice business performing very well. And I think it deserves a lot more innovation than we have given it the opportunity to – we have given it the opportunity so far. And we think that we have a real substantial opportunity to drive value and to drive penetration in that category.