Rod R. Little - Edgewell Personal Care Co.
Management
Yeah. So, good morning, Steve. Thank you for picking up coverage, and a good question. First for context, for us, on Wet Shave, specifically in the U.S. market, because it consumes almost all we talk about. But yet, it's a relatively small part of our overall business. For example, Men's Systems in North America inclusive of Canada, at this point is less than 5% of our total net sales. When you put in systems and disposables branded, it's less than 10%. And then when you put in private label, which we've talked about, it's 15% of our total sales corporately. And within that, if you break it down, so first of all, our overall company exposure is not as great to U.S. Men's and the competitiveness that we're seeing there right now. Frankly that is, the U.S. Men's segment is the most competitive. I think the natural reaction as you have demographic shifts and changes where people shave less often or less frequently and new entrants, it becomes a massively negative situation. And we've held our pricing to this point. We've tried to be very competitive on our promotional spend and very sharp on that front. Others have not, and so that's been a negative on the category. And as the new entrants come in, they're doing a great job on the marketing front and in presenting themselves as a real option. So, we stay very focused on value, very focused on bringing value to our customers with the joint business planning efforts, specifically and ultimately on to the end consumer. So, I think what you've seen happened is the investments required to compete in the category has gone up. We've made those investments at this point, we'll continue to do so. And we'll stay very sharp in all the fundamentals and make sure we don't have a disconnect that puts us at a disadvantage. Again, fuel allows us to do that, and then over time, I think we remain very confident that our technology, our products, our brands are superior to some of the entrants coming into the category, and over time, we think that plays out and when we put the right marketing message against our own products.