Latest / Skin Anarchy / Lune Martens, Founder of Monday Muse
Transcript
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- 0:56SPEAKER_03: I know you've seen her line.
- 0:58SPEAKER_03: It was definitely an Instagram favorite for a long time, and I think it still is.
- 1:02SPEAKER_03: But I want to introduce you guys to Loon Martins, who is the founder of Monday Muse Skincare.
- 1:07SPEAKER_03: So welcome to the show, Loon.
- 1:08SPEAKER_03: I'm so excited you're here.
- 1:10SPEAKER_01: Oh my gosh.
- 1:11SPEAKER_01: Thank you so much for that kind introduction.
- 1:13SPEAKER_03: Oh no, it's it's the truth.
- 1:16SPEAKER_03: So I want to get started because I want to know all about you and um your you know your background, your journey, everything that led to Monday Muse.
- 1:24SPEAKER_03: I mean, it's a beautiful line.
- 1:25SPEAKER_03: So I'd love to for you to uh take us, you know, through it.
- 1:33SPEAKER_03: Hello.
- 1:34SPEAKER_03: Hello.
- 1:35SPEAKER_03: Yeah, can you hear me?
- 1:36SPEAKER_01: Oh yeah, sorry.
- 1:37SPEAKER_01: I think you uh you're back now.
- 1:39SPEAKER_03: Okay.
- 1:40SPEAKER_03: Um I'd love for you to get us started with um your background and like what led to the line.
- 1:45SPEAKER_01: Yeah, so um Monday Muse really all started with my own skin journey.
- 1:51SPEAKER_01: Um I have dealt with skin conditions all my life for as long as I can remember.
- 1:57SPEAKER_01: And um, you know, as a child I was at the dermatologist's office very often.
- 2:02SPEAKER_01: Um, and then you know, throughout my teenage years, I had acne, which is not super uncommon, but um just when I thought I was in the clear, my acne just came back with a vengeance when I turned 21.
- 2:17SPEAKER_01: And um that was a very kind of long journey of figuring out uh you know the root cause and you know why is this happening?
- 2:28SPEAKER_01: Nothing seemed to be working, and I had a lot of different skin conditions going on, also lots of different types of acne.
- 2:36SPEAKER_01: So I had a lot of cysts that I never had before, like bumpy skin, um, prereoral dermatitis, and it was at this stage where my doctor, my dermatologist said, like we need to put you on Accutane.
- 2:51SPEAKER_03: Oh god.
- 2:52SPEAKER_01: And yeah, and um, I for some reason it didn't feel like the right thing to do.
- 2:59SPEAKER_01: So I said no to that, and I know it's a it's it's a very effective treatment, but it's it it is also quite intense, and I really wanted to kind of figure out the real root cause of why this was happening to me.
- 3:15SPEAKER_01: So um I then took a very long road uh that took me almost four years in kind of clearing up my skin.
- 3:24SPEAKER_01: I tried, you know, so many different things, and you know, at some point I I really felt like I had a good understanding of um not only skincare, but also kind of the you know what happens internally very often shows up on the skin.
- 3:42SPEAKER_01: So um, for example, you know, the connection between the gut and the skin, it's it's it's a real real thing.
- 3:49SPEAKER_01: And um yeah, all of this kind of led up to um wanting to start my own skincare line for people that have you know more reactive, not so well-behaved skin like myself.
- 4:04SPEAKER_01: Yeah, and um, yeah, I really wanted to also create something that was a little bit more, you know, elegant and um beautiful because I I had experienced kind of the more like clinical side, and I felt a bit of a disconnect with the products that I was using, and um I wanted to create something that was you know effective and result-driven, but also a beautiful experience at the same time.
- 4:33SPEAKER_01: So here we are when in use was born, and uh we launched.
- 4:39SPEAKER_03: No, I mean that that makes sense, and I I'm really glad that you mentioned, you know, like I recently did an episode where I was talking about how important it is for us to really talk about like non-invasive ways to like deal with um skin issues because you're right, Accutane, you know, I remember being a teenager and going into my germ office and being like, uh, you want me to come in for a monthly pregnancy test?
- 5:01SPEAKER_03: Like it just scared the crap out of me.
- 5:03SPEAKER_03: You know what I mean?
- 5:04SPEAKER_03: Like it was like, I don't want to have anything to do with that.
- 5:08SPEAKER_03: I will just deal with it on my own, kind of thing.
- 5:10SPEAKER_03: You know, I remember I got on antibiotics, but I know exactly what you mean.
- 5:14SPEAKER_03: It's very scary.
- 5:15SPEAKER_03: And so I did this like feature, and I'm I'm just like, I think we really need to, that's why skincare in my mind is so important, right?
- 5:21SPEAKER_03: Because it's like you have to give options to people.
- 5:24SPEAKER_03: You can't just be like, well, there's only one option, and that's acne thing.
- 5:27SPEAKER_03: Because, you know, 50% of the people are gonna be like, well, screw it then, because I'm not gonna go do it.
- 5:32SPEAKER_03: And then that leads to other problems.
- 5:33SPEAKER_03: So yeah, I'm I'm glad that you shared that.
- 5:35SPEAKER_03: Now I want to talk about like the formulation aspect, because obviously, you know, you mentioned acne, and I'm guessing like you wanted to formulate your products very specific to that kind of um skin concern.
- 5:45SPEAKER_03: So um, or I mean, if you don't, then excuse me, but I want to talk about your formulation um journey and like uh what that was like and what your vision was.
- 5:54SPEAKER_01: And yeah, yeah, no, you're spot on.
- 5:57SPEAKER_01: Um, I think that you know, I anyone who has dealt with kind of skin that's freaking out um has tried lots and lots of products.
- 6:08SPEAKER_01: Um and um therefore, when I started Money News and really thinking about a formulation from a formulation point of view, it really was important that the product was going to deliver results.
- 6:23SPEAKER_01: Um I really don't want our products to disappoint people because you know I've been disappointed so many times throughout the years with products that you know overpromise and underdeliver.
- 6:35SPEAKER_01: And so in order to do that, I thought it was very important for me to me personally to understand how to create a safe and effective uh so I got a um diploma in skincare formulating.
- 6:51SPEAKER_01: I I had already finished my bachelor's and master's degree and uh wanted to really dive into the formulation aspect.
- 6:58SPEAKER_01: It's not a cosmetic chemistry degree, but it will, you know, it's a great foundation to kind of have a good understanding of of how the whole process works.
- 7:08SPEAKER_01: And uh I really wanted to create the products from scratch so we have the control over what we put in, what we don't put in.
- 7:15SPEAKER_01: Um and also I think um because I I I I created our first product, the nectar, by myself, and it's uh it's interesting to go through that whole you know process from like formulating a few samples to then bringing it to market and all the cosmetic testing in between.
- 7:33SPEAKER_01: Um, but then I also started working with uh an independent cosmetic chemist, and she um she's been so you know helpful throughout the whole experience as well because she really also taught me about quality of ingredients, and it's so interesting because I had no idea that even though on the inky list, so on the ingredient label, the the name of an ingredient can really vary in quality.
- 8:01SPEAKER_01: So have um a very potent version of an ingredient or a really let's say watered down version that's not gonna do that much for the skin, um, but it has the same inky name.
- 8:13SPEAKER_01: So that's a consumer would never know.
- 8:16SPEAKER_01: Um, and there is no way of knowing it.
- 8:19SPEAKER_01: I think it's it's up to the brand uh and kind of their philosophy uh on things, but um yeah, so so the the formulation aspect um is obviously very important.
- 8:31SPEAKER_01: You want to create products that um are going to be effective, but in our case also gentle to the skin at the same time.
- 8:39SPEAKER_01: I really believe that if you you know hydrate the skin and nourish the skin and really help support it, your skin will be able to repair a lot on its own as well.
- 8:52SPEAKER_01: Um that's kind of like a long, long way of owning.
- 8:57SPEAKER_03: No, it's not, I mean, it's it's a great point.
- 9:00SPEAKER_03: And I think you know, the idea of like, you know, the repair potential and the regenerative uh potential of the skin is something that no one really talks about.
- 9:10SPEAKER_03: And it's really shocking to me every time when I um interview uh wonderful founders such as yourself because you guys are actually the ones that really touch on it.
- 9:17SPEAKER_03: And I also I always wonder, I'm like, you know, why are we not honing in on this in a more like, you know, I guess data-driven way, in a more, you know what I mean, like a more clinical-based way.
- 9:28SPEAKER_03: And it it just blows my mind because you're absolutely right.
- 9:31SPEAKER_03: The skin has to be nourished and it has to be, you know, like any organ, right?
- 9:36SPEAKER_03: Like we're not gonna starve ourselves, or like if we're low in vitamin D, we're not gonna say, oh, go, don't drink milk or don't give your body what it needs, because you need it, you know, it's deficient in it.
- 9:46SPEAKER_03: And it's the same with the skin.
- 9:47SPEAKER_03: So I 100% I agree with you.
- 9:49SPEAKER_03: Um, you know, I actually want to ask you because I love the packaging of the brand, and I um I want to ask you about that.
- 9:54SPEAKER_03: Like, what was the inspiration for your packaging?
- 9:56SPEAKER_03: Because it's so chic, and I really, really like it.
- 9:58SPEAKER_01: Oh, thank you so much.
- 10:00SPEAKER_01: Um, well, the you know, when you launch any brand, you have a an initial vision of what you want.
- 10:09SPEAKER_01: So uh it all kind of started with you know the name and the concept and what I ultimately wanted, but um it also was a matter of you know creating lots of mood boards and um um you know looking at bottle designs and and and different types of fonts, even you know, every little detail uh plays a part in that whole process.
- 10:34SPEAKER_01: So um I found a graphic designer just online randomly, like it wasn't a through some big agency, and he really understood the vision, um, which is funny because he was a guy and like not that many guys are uh very much into skincare, but he really got it.
- 10:53SPEAKER_01: And um, yeah, together we did a we went a lot you know back and forth on on the whole design, and um he had you know great input as well, and eventually we we we came to that design.
- 11:06SPEAKER_01: But I what I really also wanted to showcase because you know the name of it is kind of like a fun take on the product.
- 11:15SPEAKER_01: So, for example, the nectar, then right on it it says vitamin facial oil, so it says what it is, but I also really wanted to immediately show people what benefits it has and what the key ingredients were.
- 11:28SPEAKER_01: So, therefore, when you go you know line by line and read it, you'll see the benefits.
- 11:34SPEAKER_01: Um, the three benefits of the nectar, for example, um, you know, nourish, balance, calm, and then with cold pressed with uh black human, red raspberry, calahari melon, so that immediately people could look at the product and be like, okay, this might be for me, or oh no, no, this is not what I'm looking for.
- 11:53SPEAKER_01: So kind of simplify the process because I know how tricky skincare can be.
- 11:58SPEAKER_01: Um so yeah, that those those were kind of all very important.
- 12:03SPEAKER_03: I love that.
- 12:04SPEAKER_03: No, I love that.
- 12:05SPEAKER_03: And I think with simplicity comes like, you know, the ability to retain other aspects.
- 12:09SPEAKER_03: So I really I I completely agree with you.
- 12:11SPEAKER_03: And I think, you know, for me, I just like a simple design anyways, but I think that your point about the inky list is so important because I know, like, you know, for a long time, you know, when I was like just doing like uh like putting up pictures of stuff I loved, you know, because starting as like that influencer kind of mindset.
- 12:28SPEAKER_03: That was my biggest thing that I didn't understand why people were so honed in on the inky list, but they didn't know what anything meant.
- 12:34SPEAKER_03: You know what I mean?
- 12:35SPEAKER_03: Like there were like people that were just like, oh my gosh, look at the ingredients.
- 12:39SPEAKER_03: And look at I'm like, do you even know what that chemical is?
- 12:41SPEAKER_03: Because like I guarantee if I called you right now, like you wouldn't be able to explain that to me.
- 12:45SPEAKER_03: So it was like it was one of those like weird oxymoron situations where it was like you're bringing attention to ingredients, but you don't know what they are.
- 12:53SPEAKER_03: And you know, listing like a brand when it lists like 50 million ingredients on the back, like that's you know, it it's it's a fun picture to take, I guess, for Instagram.
- 13:04SPEAKER_03: You know what I mean?
- 13:05SPEAKER_03: But like when it comes to like really understanding the science and understanding like what that brand's doing, you have to really kind of you have to trust that they included what was absolutely necessary in the product.
- 13:16SPEAKER_03: And that trust aspect, I think, is really kind of heightened when you have a simple packaging and you have like a simple design and you're able to understand, you know, like, okay, well, this is exactly what's in here, you know.
- 13:26SPEAKER_03: So I I complet I really appreciate that as a consumer.
- 13:30SPEAKER_01: Yeah, I didn't want to have too much fluff and like gimmicky elements around the brand.
- 13:36SPEAKER_01: Uh, I really wanted to keep it kind of simplistic, but also, like you said, chic and and in a way, a little bit of a you know, fashionable touch on um on skincare um and not make it as like kind of clinical or like you know disconnected.
- 13:54SPEAKER_01: I really wanted to to create a connection with through the product.
- 13:59SPEAKER_01: Yeah.
- 14:00SPEAKER_03: Yeah, absolutely.
- 14:01SPEAKER_03: Now I want to um I actually want to move on.
- 14:02SPEAKER_03: I want to focus on like um like you know, in terms of just creating a business for yourself and creating this line, and I'm sure it was very difficult, right?
- 14:12SPEAKER_03: So, like what was like the whole process for you?
- 14:14SPEAKER_03: I mean, did you run into a lot of hurdles or um like what were some of the things that you encountered that were like kind of they stick with you?
- 14:22SPEAKER_01: Um, oh, so many.
- 14:24SPEAKER_01: I think if you ask any kind of first-time uh business owner, it's it comes with a lot of um ups and downs and learning curves.
- 14:34SPEAKER_01: Um, and also because I really started this by myself and uh still a lot of most of the things that happen within the company um I'm involved in very heavily.
- 14:47SPEAKER_01: So which I like, I maybe that's not a the best thing, but I really like to have kind of like control and like an oversight of every little aspect that's happening.
- 14:57SPEAKER_01: Um but I think it's it's uh you have to kind of see it as an adventure, and I think any adventure comes with highs and lows, and it it we launched last year in November during the pandemic, which was already a bit scary to begin with.
- 15:15SPEAKER_01: Um and I think that also with you know, during the pandemic, there were so many delays and so many kind of extra hurdles on top of that that um was unexpected, but you kind of have to be a little agile and and roll with the punches.
- 15:35SPEAKER_01: So yeah, I think a one of the hardest things was probably um just first of all, as a small, small, small brand, uh creating the awareness and creating a little bit of hype around your brand and getting out there because it's such a crowded space.
- 15:54SPEAKER_01: Um but then kind of from a from the other side, like kind of more behind the scenes, just lead times and uh bottles uh breaking because they're made of glass, and then you know not being able to uh fill like hundreds and hundreds of bottles that you said you, you know, that you said you would to the manufacturer.
- 16:15SPEAKER_01: Um those are I find quite tricky because yeah, you don't have control over that ultimately.
- 16:22SPEAKER_03: Right, right.
- 16:23SPEAKER_03: No, I can understand that.
- 16:24SPEAKER_03: And I honestly that's one of the biggest reasons why I'm too scared to start a single line because I'm like, you know what, I'm one of those people that's gonna get very frustrated and just be like, oh gosh, just make it in like whatever packaging, I don't care.
- 16:36SPEAKER_01: Yeah, you gotta you gotta be patient and I think with anchor.
- 16:44SPEAKER_02: I can't hear you under the same roof.
- 16:55SPEAKER_01: Now in the case of Laura with my brand, especially because we um especially because we are creating every product from scratch.
- 17:07SPEAKER_01: Um uh you know, you start with creating a sample uh with a cosmetic chemist, uh or I kind of start formulating by myself, you then have to go through all the cosmetic testing because you know we're based in the UK and you know here in Europe they're very strict with what you can bring to market when you're a skincare brand.
- 17:28SPEAKER_01: Um so you have to go through all of that, all of that has to pass.
- 17:32SPEAKER_01: Then you have to, you know, order the bottles from one manufacturer, then the people who are gonna fill your product and make your product goes to another manufacturer, and then the carton, like the you know, the label box that it goes into comes from another supplier.
- 17:46SPEAKER_01: So the supply chain is very, I think there's it's quite tricky, and I think people underestimate how much has to come together before the product actually is ready to be sold.
- 18:00SPEAKER_03: Yeah, no, I can I can imagine.
- 18:01SPEAKER_03: Like I honestly I don't want to even want to like imagine like the headache and the uh the nitty-gritty of it because I I've heard from people that it's just like, oh my gosh, and especially like bringing your vision to life, you know, like doing it exactly the way you want it and not taking no for an answer and not taking like you know an alternative.
- 18:19SPEAKER_03: So I can I can only imagine the um you know the difficulty of getting it perfect.
- 18:25SPEAKER_03: Um you know, but I I want to actually um I want to move on a little bit and I want to actually ask you about like uh in terms of just you know this this brand and and coming up with this, like what were like how did you use influencer marketing?
- 18:38SPEAKER_03: Because like I said in the beginning in the intro, I I saw Monday news everywhere on Instagram.
- 18:43SPEAKER_03: Like it was like you know, the most beautiful products, and it was just you know, everyone was showcasing and it was um kind of viral for a long time.
- 18:51SPEAKER_03: Yeah, yeah, yeah.
- 18:52SPEAKER_03: Oh my gosh, yeah.
- 18:54SPEAKER_03: I had no idea.
- 18:56SPEAKER_03: Yeah, no, my dermal unity account, literally, I follow mostly um Instagram, like influencers that are love skincare, and every single one of them was like posting um your product.
- 19:07SPEAKER_03: And I was like, wow, this is beautiful, you know.
- 19:09SPEAKER_03: So um I really knew about the name like very early on um before the podcast was even a thing.
- 19:14SPEAKER_03: So like I want to know um if you've used influencer marketing at all and um or no, I guess.
- 19:20SPEAKER_01: Um no, uh actually to be really honest, um I want to say everything has been very organic.
- 19:28SPEAKER_01: Um, I will say I I I was also surprised when we launched, you know, how um positive the feedback was from the get-go.
- 19:37SPEAKER_01: We've received a lot of positive feedback, and especially I think, you know, the kind of micro influencers that are very, you know, skincare beauty-oriented.
- 19:47SPEAKER_01: Um, luckily, a lot of them really like our brand and the philosophy.
- 19:52SPEAKER_01: And um I think that also goes back to maybe my story that's quite relatable.
- 19:58SPEAKER_01: I think a lot of people can relate to you know, dealing with skin issues and feeling that frustration and and you know, the toll it can take on your mental health.
- 20:08SPEAKER_01: And um, I try to be quite open about that.
- 20:11SPEAKER_01: Um, so yeah, I think it's a combination of of yeah, just people naturally and organically liking your brand and um what you stand for, and therefore also showcasing that on their feed.
- 20:30SPEAKER_01: Um, but yeah, there's no secret sauce.
- 20:32SPEAKER_01: I think it it really goes back to kind of that omni-channel awareness um where you you you know you need the the PR, you need to be in the magazines, you need the people to genuinely love the products, you know, even the the uh rate of reordering every month is is really quite high.
- 20:52SPEAKER_01: Um, and that those are the things that you know are are are amazing to see, but also will kind of push your brand further.
- 21:00SPEAKER_01: So um yeah, we we haven't done any like proper campaigns.
- 21:04SPEAKER_01: I'm only starting to kind of think about that now.
- 21:06SPEAKER_01: Like maybe, you know, should we look at affiliate marketing or but it's it's so it's it's hard to to kind of um strategize because there's so many angles you can push, you know, when it comes to social media and marketing and all of that.
- 21:20SPEAKER_03: So yeah, yeah, no, I know, and I always wonder because with microinfluencing, it's like it's just it's one of those things where if a product takes off, like everyone's just like really intrigued, and it's like a very small community.
- 21:33SPEAKER_03: And you know, I think um, you know, when you when you hear about a product through that kind of channel, it it's very it's special because I think like there's a trust between that community of you know people on Instagram.
- 21:45SPEAKER_03: And I that's how I felt, at least, you know, when I was uh actively posting about things I loved.
- 21:49SPEAKER_03: And when I I remember that's why I'm I that's why really why I brought it up because when I saw it, I was like, it's being posted by people I really like, you know, trust and I know their opinion matters and like they're Very well educated, so um that's really why I asked you.
- 22:03SPEAKER_01: Yeah, definitely.
- 22:04SPEAKER_01: No, I it's it's a lot most of it, yeah.
- 22:06SPEAKER_01: I think all of it's been organic and and also unexpected, like you know, we there's been really some amazing uh feedback, even from other brand founders, which I think is so nice that in this space it's uh more and more.
- 22:22SPEAKER_01: I think brand founders they kind of like come together and support each other, um, instead of making it very competitive.
- 22:30SPEAKER_03: Uh yeah, no, I know I've noticed that.
- 22:32SPEAKER_03: And I think people don't understand that because the skincare industry, everyone looks and they're like, There's so many products, but it's like trust me, like they're really very unique and people support each other so much.
- 22:41SPEAKER_01: So it's a really nice and I know how Yeah, and I can I know how how picky a brand, like especially a skincare brand founder is.
- 22:50SPEAKER_01: So if they like a you know, another product, it's they really like it.
- 22:54SPEAKER_03: So um compliment, I always think and so I want to actually um I want to ask you like in terms of like uh you know next steps, like what are some next steps coming up for the brand, for you, like what are your or like what's your goal?
- 23:09SPEAKER_03: Like, you know, I guess your five-year goal or whatever you want to call it.
- 23:13SPEAKER_01: Yeah, I always joke and say world domination.
- 23:16SPEAKER_01: Um I mean, obviously having you know global reach and and expand the brand uh is uh you know is is everyone's goal, uh including mine.
- 23:31SPEAKER_01: Um it's it's funny because we have such an international um consumer base as well.
- 23:37SPEAKER_01: One of my biggest consumers uh is actually from the states.
- 23:41SPEAKER_01: That's my second largest um you know consumer.
- 23:45SPEAKER_01: So hopefully, you know, expand within like UK, Europe, and then go to the states.
- 23:52SPEAKER_01: Um hopefully also create some retail partnerships and um yeah, just come out with new product as well.
- 24:00SPEAKER_01: There's one other product launching this year, uh end of October, yes, um, which is very exciting.
- 24:07SPEAKER_01: And um two more in the pipeline.
- 24:12SPEAKER_01: Um and yeah, just just kind of grow the brand.
- 24:16SPEAKER_01: But I wanted to do it very kind of intentionally, and I want every product to be a hero product, you know.
- 24:23SPEAKER_01: I don't want to come out with something just to have a line.
- 24:26SPEAKER_01: Um, so step by step.
- 24:29SPEAKER_03: Of course.
- 24:30SPEAKER_03: No, I I love that, and I love that you have like you know, it's it's two main products, you know, you've got a serum and a and a beautiful oil.
- 24:37SPEAKER_03: And I, you know, I think you know, I was talking to somebody the other day and I was like, you know, people don't realize like when I think about like good skincare, like honestly, Loon, like I think back to like Egypt and like old, like you know, like old rituals in skin health, like a good oil, you know what I mean, to like preserve and like to hydrate and the serum has to be something that's like it's very natural based, and it has to be something that's you know, getting like the best ingredients from like earth, and just I don't know, it's very like hippie sounding, but it's it's true.
- 25:08SPEAKER_03: Like that's really what I think of.
- 25:09SPEAKER_03: And I think you know, when I see lines like yours, it it puts more trust in me as a consumer because I'm like she's not overdoing it, you know.
- 25:16SPEAKER_03: Like you don't have 15 products that you're like pushing onto consumers and saying, hey, you know, you need this whole range or you're never gonna have perfect skin.
- 25:24SPEAKER_03: That's that's the problem.
- 25:25SPEAKER_01: So less is more, definitely.
- 25:27SPEAKER_01: I I learned less than yeah, yeah.
- 25:31SPEAKER_03: Um, well, I I want to thank you so much.
- 25:33SPEAKER_03: This is such uh this was so fun talking to you, and I am really thankful that you have the time to come onto our show.
- 25:38SPEAKER_03: Um, everyone listening, if you haven't checked out Monday News, I really urge you to go check them out.
- 25:43SPEAKER_03: Their website is MondaymuseSkin.com, and I will link everything in the episode art for this.
- 25:50SPEAKER_03: And I hope that you guys love it and leave some feedback so that we can pass it along to Loon's team and uh maybe have her back on with the new launch.
- 25:58SPEAKER_01: Oh, thank you so much, Ekta.
- 26:00SPEAKER_01: This was really fun.
- 26:01SPEAKER_03: Yes, likewise.
- 26:03SPEAKER_03: Thank you.
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