 with Dr. Grieve Belouche, and we're going to learn some stuff about UV here. Sure. Hi, thanks for having me. So let me tell you a little bit about our new sensor. We're really excited about it. It's a collaboration we did with Northwestern University and Eve Behar at Fuse Project. And the idea was how we could create a sensor to measure UV. That was something very different in terms of awareables. So what we did, which is really innovative here, is that we actually have a sensor which doesn't actually need a battery to be powered. So it's the first world's first battery-free wearable. And you can measure UV by just using near-field communication. By the way, before we go any further, for the people on audio only, this thing is smaller than the tip of his finger. It's this little tiny, it looks like a little blob of paint. Okay, so you said using near-field. Yeah, and because we're able to take the battery out, we're able to make the electronics so thin and so pliable that you could put it on something like your nail. So this is something really small. It's just as accurate as any wearable that would have a battery and Bluetooth. But you don't need to charge it. And you can put that right on your thumbnail. And we've designed some beautiful designs with Fuse Project. And the app works really seamlessly. So you just put the electronic right next to the phone. It will just scan the patch. And it's using NFC to scan it. Just NFC. And it will tell you your UV level. It also has a temperature sensor. And it will give you your environment. And you can do all kinds of activities. And you can see, for example, when you go kayaking or where you were, how much UV you received. And it can also be put on all kinds of accessories. You can put it on your watch. It becomes a wearable that's truly wearable. It can be worn on your body. It can be worn on other accessories without having to buy four or five wearables that are very expensive or even one that's very expensive. And we should have started with the problem to be solved is we don't want a lot of ultraviolet light for our skin cancer, right? Good place to start. Well, the skin cancer wants it. We don't. Well, there's a very high level of melanoma that's been increasing years and years because of education, lack of education. The products have gotten better. But we need people to really understand the level of exposure that they have. And this is the first piece. You can't measure it. You can't figure out what to do about it, right? Technology and data's power for consumers. They need to know in order to know what to do about it. And then on top of that, your beauty, just when you look at aging and how you can look more beautiful, the most important thing is to be as well as you can in terms of protection in the sun. I know I need all the help I can get. You look good. You look good. You don't need it. But, you know, for those of us that, you know, are in the sun a lot or even those of us that go to work and don't know the level of UVA we're receiving, these are all things that we just want to really as a company with La Roche-Posay and L'Oreal to give people the information that they need to live a better life in the sun. So this doesn't tell you anything about whether you've protected yourself from that UV. Just how much exposure am I getting? It gives you the level of exposure. And we also have a UV patch which we've launched, which is right here, that we launched two years ago, which is so thin that it wrinkles on your skin and you can even apply product on top of it. So by doing that, we can also let you know the level of protection you've had even with the product on top. And then we have some questionnaires in the app and information that we ask the consumer. Very simple and easy, but can give us enough to extrapolate very easily the level of exposure they have even with the product on their skin. So we've brought that into account with the technologies we've created. That's really interesting. So you would put another one of those on whenever you wanted to check it out, see how you were doing? Sure. It will help you with when you're actually applying the product. And then there's this overall idea of, you know, information about the level of UV dosage I've been just receiving in general. And then this idea that the app can tell you how to best apply the products and make sure that you know when are the times of the day and the things, activities you're doing which are really the most risk. So that risk gives you the better information. The shift in behavior helps you to... So would it tell you how often you need to put something on? Like I'm up at an eight or whatever the numbering system is and then tell you you need to put on more sunscreen every, you know, two hours or whatever? Well, the product itself will tell you once you've applied the product and there's these, you know, guidelines from the FDA around two hours for every, you know, product. But what's important is knowing when to apply it and then giving the consumer's education of which products the right one. And then once you get to a level where the risk starts to get higher we say, hey, you know, you know, check your level of exposure, reapply the product according to the sunscreen. But also gives you advice on products for your aging, like things like dehydration and spots. All of these things are caused by UV. So we can give you kind of a routine of skincare products. You can take that advice in terms of products or you can just take the lifestyle advice that we give, which is, you know, just be in the shade. Put on a hat. Put on a hat, be in the shade, try not to go outside. Yes, it turns out there is UV when there's fog. Yes. I get a lot of times people in the UK telling me, we don't have UV. Yes, you do. You have UV. It's coming through the clouds. And it's very important that you protect yourself from that. So it's really... This is very, very interesting. So when do you expect this product to be available? So we're bringing it out as soon as we can. So this summer we're actually going to do a pilot launch in the United States. We're going to use our dermatologist through La Roche-Posay to give that away for free to consumers. Just to get them to start using it and to understand how we can make it best, you know, available and through our digital platforms. And then next year we're going to launch it as a consumer electronic with a price point which is really much more affordable than any electronic that would have a battery. I would think so. Plus you don't have to change a battery with a microscope. You don't have to change a battery with a microscope. So if people want to learn more, where would they go? So you go to our website with the La Roche-Posay USA website and also you can... Spell that? Yes, it's right here. Okay, very good. La Roche-Posay-LaRoche-Posay.us Okay, very good. Thank you very much. It's very, very interesting. Pleasure to speak with you.