Michel Atwood
Analyst · Jefferies.
Yes. Maybe just to build on Jean, I mean if you look at the world today, you've got really 3 groups. You've got Europe where typically fragrance penetration has always been very, very high. above 50%. What we're seeing there is continued strong demand premiumization of the category and people more increasing their usage habits as opposed to basically more penetration. So a lot of the growth there is coming from, I would say, increased usage and premiumization. If you look at the U.S., the U.S. historically has had a much lower level of penetration. And in the U.S., we're really hitting across all cylinders. We're seeing clearly an increase in the penetration that has started during COVID, and that continues to be strong. And that offers, I think, a very strong pipeline of new consumers entering the category. We know that when consumers enter these categories, they build up their knowledge, they get more premium, they increase their usage. So that could be a pretty -- that could be a strong, I think, pipeline of growth for us going forward. Obviously, the question is, when does that penetration slow down? Does it eventually get to the European levels in which case the market could still double or will that eventually slow down? But that is a pretty sizable building block. The other thing we're also seeing in the U.S. is more and more people are increasing their usage. We're seeing heavier and heavier usages, people using it at different moments during the day. So also an increase in the usage. And the last piece is really China and Asia, generally, the China, in particular, penetration is very, very low. Where we are seeing, as we said at the beginning of the call, young affluent people entering the category, more premium -- looking for more premium brands, more aspirational brands. And that offers obviously a huge growth opportunity in building back going forward.