Your Best You cosmetics company's lipstick usually wears off in about two hours. Your Best You chemists have developed a new lipstick formula that they believe will last longer than their current product. They get a group of women to wear the new lipstick and assess how long it takes for the lipstick to wear off. Then they run a hypothesis test, setting alpha to .05. The p-value is .001. What should the researchers at Your Best You do?

A. fail to reject the null hypothesis

B. fail to reject the alternative hypothesis

C. reject the alternative hypothesis

D. reject the null hypothesis