FaceCake Marketing Technologies

FaceCake Marketing Technologies is a shopping site for accessories, jewelry, cosmetics, and clothing. They allow consumers to virtually try individual and multiple products. Their devices include a desktop, tablet, and mobile phone.

<div>FaceCake uses augmented reality (AR) and AI-based patented technology to provide virtual try-on facilities for a range of markets including beauty products, clothing, jewelry etc. The company had developed several products targeting different markets. &ldquo;Swivel Close-Up&rdquo; is a camera-based app for online and in-store cosmetics virtual try-ons. &ldquo;ShadeScout&rdquo; is a color search app for matching makeup and doing virtual try-ons using a mobile device, and &ldquo;CAKE&rdquo; is an in-browser AR platform that works with a webcam of any device. CAKE can be integrated into brand partner sites by copying a code snippet.&nbsp;</div>

The intersection of beauty and technology to deliver hyper-personalized products.

Beauty Tech

FaceCake specializes in augmented retail through its patented AI-Driven AR Visual Commerce platform. This platform allows consumers to virtually try on products in real time and receive personalized product recommendations, catering to various markets including beauty, fashion, accessories, and home. FaceCake’s offerings include CakeAR, ShadeScout, Swivel, and FaceCake.

Technologies bringing about a new reality

Extended Reality

<div>
 
 FaceCake uses augmented reality (AR) and AI-based patented technology to provide virtual try-on facilities for a range of markets including beauty products, clothing, jewelry etc. The company had developed several products targeting different markets. &ldquo;Swivel Close-Up&rdquo; is a camera-based app for online and in-store cosmetics virtual try-ons. &ldquo;ShadeScout&rdquo; is a color search app for matching makeup and doing virtual try-ons using a mobile device, and &ldquo;CAKE&rdquo; is an in-browser AR platform that works with a webcam of any device. CAKE can be integrated into brand partner sites by copying a code snippet.&nbsp;
 
 
 FaceCake claims to be the first in-browser AR shopping platform that works with a webcam and any browser, allowing online shoppers to view products in an AR environment without leaving the e-commerce site. It offers over 1 billion types of products from a variety of brands on its platform that can be tried on and purchased from the app.&nbsp;
 
 
 Key customers and partnerships
 
 
 FaceCake entered a strategic partnership with 
 <a href="http://company.com/">
 Company.com
 </a>
 in July 2022 to give access to FaceCake&rsquo;s Visual Commerce platform and RealmFX in July 2023 for visual effects enhancement.
 
</div>

<div>
 
 Ipsy provides a subscription-based personalized bundle of beauty products. It uses an online quiz to obtain customer attributes such as skin tone, hair color, and preferred brands and uses its proprietary machine learning technology named &ldquo;IPSY MATCH&rdquo; to match products from selected brands with customers.&nbsp;
 
 
 Ipsy provides three customized subscription-based product bundle options: 1) Glam Bag (five deluxe-sized samples for USD 14 per month); 2) BoxyCharm (five full-sized products for USD 30 per month); and 3)Icon Box (eight full-sized products for USD 60 per quarter). Ipsy also enables customers to pick three products out of 12 recommendations, allowing the company to gain insights on customer preferences which are in turn used to improve its recommendation engine.&nbsp;
 
 
 Ipsy ships to the US, Canada, and Mexico with over 3 million active members as of November 2020. As of October 2023, Ipsy had over 3.6 million followers on TikTok and was claimed to be the most followed beauty brand on the platform.&nbsp;
 
 
 In November 2020, Ipsy acquired the subscription-based beauty product provider BoxyCharm in a USD 500 million deal, and, in March 2023, merged the two brands under Ipsy&rsquo;s brand portfolio.&nbsp;
 
 
 Key customers and partnerships
 
 
 Ipsy&rsquo;s platform features various makeup brands from over 330 retailers (November 2023).&nbsp;
 
 
 Ipsy creates curated makeup boxes in partnership with celebrities and popular makeup artists such as the founder of the cosmetic brand Anastasia Beverly Hills, Anastasia Soare (March 2023), the American actress and singer, Vanessa Hudgens (July 2023), the british makeup artist, Pat McGrath (October 2023), and the American singer and songwriter, Gwen Stefani (February 2024).&nbsp;
 
 
 Key Competitors
 : None comparable (Ipsy is the only company in the hub that offers customized subscription boxes for an assortment of various types of beauty products.)
 
</div>

Ipsy

<div>
 
 Proven Skincare develops personalized products based on a custom formula that incorporates 45 factors about the user including environment, lifestyle, and skin concerns. Based on the identified skin genome profile, three multifunctional products are developed, i.e. a multifunctional cleanser/toner, a moisturizer, and a night cream/serum. Proven Skincare products can be purchased as a one-off or on a subscription.&nbsp;
 
 
 Proven claims that its proprietary &ldquo;Skin Genomic Database&rdquo; consists of over 20 million customer testimonials, 8 million online reviews, and data from over 4,000 scientific papers analyzed with machine learning and natural-language processing to identify the most suitable clean ingredients for each customer.&nbsp;
 
 
 The company also introduced a 
 <a href="https://sp-edge.com/updates/10097?industryIds=39">
 personalized eye cream
 </a>
 duo for day and night use in May 2022. Proven's skincare personalization process received a US 
 <a href="https://sp-edge.com/updates/11478?industryIds=39">
 patent
 </a>
 in July 2022. It introduced a
 <a href="https://sp-edge.com/updates/24527">
 personalized Serum
 </a>
 in November 2023 which leverages AI to determine the optimal skincare ingredients for each user.
 
 
 Proven Skincare 
 <a href="https://sp-edge.com/updates/11716?industryIds=39">
 expanded
 </a>
 into the European Union (EU) and the UK in July 2022.
 
 
 Key customers and partnerships
 
 
 The company announced a partnership with Sephora in January 2023 to bring its personalized skincare solutions to 
 <a href="https://sp-edge.com/updates/16034">
 Sephora&rsquo;s
 </a>
 digital and brick-and-mortar stores.&nbsp;
 
 
 As of September 2021, Proven Skincare had 
 <a href="https://www.retaildive.com/news/how-high-is-the-ceiling-for-personalized-beauty-brands/606802/">
 over 100,000 customer
 </a>
 s, ~70% of which were repeat shoppers.
 
 
 Funding and financials
 
 
 From its launch in October 2019, the company had reportedly reached a USD 24 million average annual revenue within two years of operation in the North American market, with 80% of customers on a subscription-based sales model.&nbsp;
 
 
 In September 2023, the company raised 
 <a href="https://sp-edge.com/updates/22322">
 USD 12.2 million
 </a>
 in series A funding led by NewH2 Ventures to enhance its brand presence and expand its team.&nbsp;
 
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Proven Skincare

Function of Beauty is a developer of custom hair care, skincare, and body care products. The company initially focused on hair care and subsequently expanded its focus to skin and body care products in July 2020. Function of Beauty formulates custom products based on an online quiz using an algorithm capable of offering 12 billion custom combinations developed by the company’s founders—a group of MIT engineers and data scientists including Zahir Dossa and Joshua Maciejewski.The company’s products are vegan, cruelty-free, sulphate-free, gluten-free, and paraben-free. Its hair care products have a patented Adaptive f3 Bonding Complex. Function of Beauty’s customized products include shampoo and conditioner (starting at USD 20 as of January 2024), body wash and body lotion (starting at USD 21 as of January 2024) and moisturizer (starting at USD 45 as of January 2024).Function of Beauty carries out product designing, development, manufacturing, and packaging in-house with occasional consultant feedback. Function of Beauty uses automated processes, including a robotic system for order dispensing. The system can use 20–50 ingredients per bottle. As of January 2024, the company shipped to over 48 countries including the US, the UK, Canada, EU countries, and several Asian countries.In August 2021, Function of Beauty acquired Atolla, a custom skincare product developer to combine its proprietary formulations with Atolla's patented skincare technology to offer advanced custom skincare products.Key customers and partnershipsIn September 2022, the company partnered with Canadian retailer <a href="https://sp-edge.com/updates/13191?industryIds=39">Shoppers Drug Mart </a>to launch its personalized hair care products in Canada. In August 2023, Function of Beauty launched a new Function of Beauty <a href="https://sp-edge.com/updates/21500">PRO hair care range </a>in 300 Sephora locations across North America and online. It also has a wholesale partnership with Amazon (<a href="https://sp-edge.com/updates/30313">June 2024</a>) to offer hair care products through Amazon’s e-commerce platform.Funding and financialsIn December 2020, the company raised USD 150 million in series B funding led by L Catterton. The funds were to be used to scale-up operations.

Function of Beauty

<div>
 
 Hawthorne is a developer of custom fragrance, body care/grooming, hair care, and skincare products for men. The company launched with fragrances, introduced body care products in 2018, hair care products in 2019, and in January 2020 introduced custom skincare products. An online quiz collects information such as daily routine, lifestyle, taste, and familiarity with grooming products. That information is then analyzed using a proprietary data processing algorithm.&nbsp;
 
 
 Hawthorne claims that the algorithm can match customers with a product that suits their body chemistry, skin type, hair type, and lifestyle with a 97% accuracy. As of January 2024, the company&rsquo;s personalized fragrances were priced at USD 50&ndash;60 and skin and hair care products were priced at USD 17&ndash;21. The company ships to the US, Hawaii, and Alaska.&nbsp;
 
 
 Key customers and partnerships
 
 
 Hawthorne&rsquo;s perfumes are developed in collaboration with award-winning perfumers such as Rodrigo Flores-Roux, Olivier Gillotin, and Quentin Bisch.&nbsp;
 
 
 Funding and financials
 
 
 The company has reported annual top-line growth of 350% each year leading up to January 2020.&nbsp;
 
 
 
</div>

Hawthorne

<div>
 
 Prose develops custom hair care products and hair care routines based on responses to an online quiz. The quiz obtains customer information about hair type, current hair care habits, diet, stress level, physical activity and factors such as ultraviolet (UV) exposure, pollution, humidity, wind, and other 
 <a href="https://sp-edge.com/updates/9356?industryIds=39">
 micro-local factors
 </a>
 . The quiz also takes customer&rsquo;s preferences such as vegan or gluten-free requirements into consideration. The information is processed through Prose&rsquo;s proprietary algorithm to create individualized products. Prose uses a semi-automated approach to manufacturing where the production is carried out by a chemist with the aid of automated mixing and packaging.&nbsp;
 
 
 In April 2021, the company introduced &ldquo;Root Source,&rdquo; a hair supplement to treat environmental causes of hair loss. The product consists of two pills, a universal soft gel and a customized capsule, and, as of January 2024, was priced at USD 57.2. The product was developed based on insights derived from information collected through Prose&rsquo;s online quiz, which revealed that around 85% of the brand&rsquo;s customers experience hair loss. Root Source&rsquo;s clinical trials claim around 93% of users experiencing improved hair growth after taking the supplement for 90 days. Prose also introduced a 
 <a href="https://sp-edge.com/updates/12245?industryIds=39">
 personalized styling gel 
 </a>
 specifically targeting curly hair in August 2022.&nbsp;
 
 
 In June 2023, Prose expanded into 
 <a href="https://sp-edge.com/updates/19873">
 skincare
 </a>
 with an AI-powered system offering customized formulas based on individual needs, targeting multiple skin concerns, and addressing factors such as skin type, diet, stress, pollution, and climate while allowing fragrance and texture customization. In 
 <a href="https://sp-edge.com/updates/28430">
 April 2024
 </a>
 , the company launched an AI-based beauty tech customization platform, Singular. The company claims to have completed over one million consultations in the 11 months leading up to November 2019.
 
</div>

Prose

Beauty companies that leverage AR/VR to offer virtual try-on (VTOs), and other immersive beauty experiences

Beauty companies that leverage AI/ML to offer skin analysis, custom formulations, and personalized recommendations

Companies that leverage biotechnology, nanotechnology or other technologies to develop biomaterials or novel lab-grown ingredients (e.g. bio-based cosmetics polymers, etc.) for use in their own beauty products or for use by the broader beauty industry

Companies that leverage technologies like IoT to develop smart devices (e.g. smart mirrors, wearables) that offer real-time analysis of skin health, skincare routines and product usage. This also includes companies that offer 3D printed makeup, at-home beauty tech (e.g. at-home manicure machines), and other tech-based personal care products (e.g. tech-enabled color-changing nails)

Companies that offer blockchain platforms to ensure transparency in the beauty industry (e.g. checking claims about ingredients, limiting misinformation, and promoting quality information on cosmetics)

Personalized beauty tech features brands that leverage AR tools for virtual cosmetic try-ons

Companies offer personalized recommendations and products based on individual attributes like skin and hair

Beauty tech features brands that leverage biotechnology to create sustainable materials

Beauty tech features brands that leverage IoT for smart devices

Beauty tech features brands that leverage blockchain for supply chain transparency

Beauty tech features brands that leverage robotics for at-home devices

Some companies (like Mink and Ellure) allow customers to print their own makeup

AI/ML is used for Big Data analysis, allowing companies to improve prediction capabilities for personalization

FaceCake specializes in augmented retail through its patented AI-Driven AR Visual Commerce platform. This platform allows consumers to virtually try on products in real time and receive personalized product recommendations, catering to various markets including beauty, fashion, accessories, and home. FaceCake’s offerings include CakeAR, ShadeScout, Swivel, and FaceCake.1) CakeAR is an in-browser augmented reality shopping platform that works with a webcam and a browser. It allows online shoppers to view products in an AR environment directly from the product detail page without leaving the e-commerce site they are on. The platform allows for brand partners to integrate the platform into their site with a small code snippet.2) ShadeScout is a visual search and AR mobile beauty app. It finds makeup that matches any color, providing direct product matches that users can virtually try on in real time using their mobile devices. The app includes social sharing and purchase options and features 100+ participating popular and luxury brands.3) Swivel is designed to enable brands to connect with and engage consumers with better personalization. It contains a social media component for a referral strategy and user and data capabilities for a tailored shopping experience.4) Swivel Smart Digital Signage is designed to capture shopper attention via its interactive content. The displays transmit dynamic content in an interactive format, extending engagement time through virtual try-on, touch, mobile compatibility, and more. It also includes features such as live side-by-side compare view, a customizable data structure, and built-in purchase features.Key customers and partnershipsIn July 2023, FaceCake partnered with Visual Effects (VFX) company RealmFX to introduce new ways to access, use, and maximize VFX tools by leveraging FaceCake's proprietary AI engine.

Interplay Learning (Interplay) provides on-demand, interactive, and hands-on simulation learning courses for skilled trades, including HVAC, plumbing, electrical, solar, and facilities maintenance, through VR, mobile, and desktop applications. The learning courses also include simulated walkthrough videos where experts lead users through procedure guides methodically, with knowledge testing features and additional learning material such as wiring diagrams, equations, sample system configs, and charts at the end of each lesson. The platform also enables managers to track user progress.The company operates a subscription-based model with monthly packages for individuals (USD 54) and teams (USD 229), alongside a custom plan for larger organizations.Key customers and partnershipsNotable customers include Tesla and Rheem Manufacturing. Interplay’s customer usage rose by 445% YoY in 2020. As of February 2021, the platform had over 2,000 customers and 110,000 users across the US.Funding and financialsIn its last funding round (February 2021), Interplay raised USD 18 million in Series B funding co-led by S3 Ventures and Owl Ventures, the world’s largest venture capital firm focused on education technology. As part of the deal, Managing Director of Owl Ventures, Ian Chiu, joined Interplay’s board. The funds were raised to expand its offering to new markets and to accelerate its vision to combine immersive learning experiences with a human connection.

Interplay Learning

Switzerland-based WayRay develops holographic AR technology and hardware for the automobile sector. Its technology is used in head-up displays (HUDs) that project images into a driver’s field of vision to assist with navigation. Although its initial focus was on developing HUDs that can be purchased and installed in any vehicle, it has since pivoted to producing embedded HUD systems (i.e., hardware built into vehicles). WayRay’s HUDs are considered to provide a wider field of vision and combine data (location and mapping information) with vision data to generate images by projecting a laser beam through a Picture Generating Unit (PGU) onto a Holographic Optical Element (HOE).&nbsp;In <a href="https://sp-edge.com/updates/18537">May 2023</a>, WayRay announced integration of its AR displays into Tesla Model 3's in Switzerland, with plans to follow shortly afterwards in the US. Previously, in September 2021 the company launched its deep reality system that replaces the traditional car dashboard. In addition, WayRay launched “The Holograktor” dubbed the first “metaverse on wheels”, which can be driven conventionally or using a remote control via a 5G and satellite connection (November 2021).&nbsp;The company’s founder and CEO, Vitaly Ponomarev, identified that its systems are more advanced, backed by more patents, and potentially 20x smaller than comparable devices in the market. WayRay’s HQ in Switzerland also acts as a product design and development hub, while its R&amp;D center and prototyping factory are based in Russia.&nbsp;Key customers and partnershipsThe company is backed by strategic investors such as luxury automaker Porsche, which highlighted the management’s expertise in space engineering, hardware, and software development as key reasons for its investment, Hyundai Motor Co., and Alibaba. It is also notable that these investors, particularly Hyundai, are looking at ways to potentially use WayRay’s technology to offer more services in the future. For instance, Hyundai believed that the technology could be used for smart cities and smart buildings, which are its new areas of interest.WayRay partnered with Karma Automotive, a producer of luxury electric vehicles, in December 2021 to support the implementation of its HUDs into their test fleet. Moreover, it partnered with a leader in designing and manufacturing specialty glass, AGP eGlass, in September 2021 to further proliferate its technology.&nbsp; Funding and financialsIt was reported in April 2021 that the company is considering a public listing at a USD 2 billion valuation via a SPAC, although no further updates on this have been announced as at January 2024.&nbsp;

WayRay

AmazeVR initially focused on developing VR technologies but pivoted to VR concerts in late 2019. The concerts are backed by proprietary 9K cameras and software that automate complex VR concert visual effects that run on more than 100 headsets simultaneously. Users join and hang out with other users as avatars while experiencing VR concerts. It intends to bring VR concerts by major artists to theaters and eventually, homes.AmazeVR rolled out its first commercial VR concert, which will feature 3x Grammy winner Megan Thee Stallion, in 2022. The artist is expected to tour select AMC Theaters across the US. It is also in the final stages of closing deals with its second and third artists. AmazeVR also revealed plans to release weekly content by 2024 in theaters and for at-home viewers.In <a href="https://sp-edge.com/updates/20145">July 2023</a>, AmazeVR launched its official AmazeVR Concerts app, featuring an exclusive VR concert from Swedish pop star, Zara Larsson. The app is available on major VR app stores, and the exclusive Zara Larsson VR concert can be accessed for a year at a launch price of USD 6.99. AmazeVR also produces and monetizes VR content on a subscription basis.As of August 2023, the company was in the process of producing and releasing mixed reality concerts by overlaying virtual elements onto live, real-world video.Funding and financialsThe company’s most recent funding was in <a href="https://sp-edge.com/updates/13338">September 2022</a>, when it raised USD 17 million in a Series B funding round led by Mirae Asset Capital. The fresh funds were allocated to expand partnerships with artists, artist management companies, labels, publishers, and agencies.

AmazeVR

Dispelix, based in Finland, designs and manufactures single-layer, full-color waveguide displays, a thin (about 1mm) transparent element that takes in a projected image and relays it to the eye, using a nanophotonics-based approach catering to AR applications (e.g., smart glasses). It uses laser beam scanning technology to render laser-sharp images with a gamut of color palettes, which are displayed using beam-combiner technology. Its patented and proprietary approach includes diffractive surface relief gratings, which are elements used for high-power laser applications, fabricated on high refractive index glass wafers that enhance field-of-view and image quality.The company had a total of more than 40 granted or pending patent families as of November 2021. Its product line, Dispelix DPX, includes Dispelix DPX - Ohut, Dispelix DPX - Selva, and Dispelix DPX - Sade with a varying degree of field of view, form factor, and weight. According to Co-Founder and CTO Juuso Olkkonen, its displays are the lightest and thinnest in the market.Key customers and partnerships1) Foxconn and Pegatron: to create reference designs for AR glasses based on its Selvä waveguide display (October 2023)&nbsp;2) VividQ: created a “waveguide combiner” which accurately displays variable-depth 3D content in a user’s environment (January 2023)3) ColorChip and Maradin: To further Light Beam Scanning (LBS) solutions for AR glasses (October 2022)4) Jade Bird Displays: To develop multiple reference designs for AR devices (June 2022)5) AAC Technologies: To improve waveguide displays for the AR and MR industry (March 2022)6) OQmented: for the development and commercialization of MEMS-based LBS technology (November 2021)7) Coretronic: To develop a range of AR optical module solutions (December 2020)8) Hoya Corporation: To improve quality of waveguide displays (November 2020)Funding and financialsIn its most recent funding round (November 2021), Dispelix raised USD 33 million in a Series B funding round co-led by Atlantic Bridge, CCB Trust, and Flashpoint with participation from Lifeline Ventures, VTT Ventures, and 3M Ventures. The funds were allocated to product development. It revealed that several OEM customers were slated to integrate its technology into their consumer offerings by 2023.

Dispelix

DigiLens is a developer of holographic waveguides, which is a clear, thin piece of glass or plastic, used for AR devices. In January 2023, the company launched ARGO, an XR smartglass designed for enterprise and industrial use, the first AR device to utilize Qualcomm’s SnapDragon XR2 platform. Other specifications included 6-degrees of freedom (6-DoF) tracking, a 30-degree field-of-view, spatial audio, a 48MP RGB camera, voice and gaze recognition, access to real-time data visualizations, and a 2,500-nits HD display.&nbsp;The company’s first product, the DigiLens Crystal was introduced in 2019, was a thin-film laser-etched photopolymer embedded with microscopic holograms of mirror-like optics. By projecting a micro display to one end of the lens and another set of optics working to guide the light wave toward the eye, this proved to be an ideal piece of hardware for AR devices, which are preferred with as little hardware as possible.&nbsp;It claims that its patented optical platform and photopolymer technology coupled with a holographic copy manufacturing process enable it to produce cheaper and more scalable solutions. In <a href="https://sp-edge.com/updates/17598">April 2023</a>, the company announced the launch of SRG+, a surface relief gratings product that improves upon its waveguide technology.The company generates revenue by licensing its technology across a range of industries including the automobile, enterprise, consumer, avionics, and military sectors. DigiLens also offers a white-label solution for automotive companies whereby it creates holographic waveguides for windshields that could offer in-cabin experiences for drivers.&nbsp;&nbsp; Key customers and partnershipsKey partnerships include that with1) Phantom Technologies: - Phantom Technology: To integrate Phantom's CASSI Spatial AI assistant into the DigiLens ARGO glasses, providing features such as spatial search, a contextual assistant, and task management using voice commands (October 2023)2) Wisear: To integrate its neural interface-powered earphones with the ARGO smart glasses (May 2023)3) Mojo Vision: To utilize Mojo Vision's micro-LED technology to build improved AR glasses (May 2023)4) Taqtile: To integrate the company's ARGO smart glasses with Taqtile's AR work platform, Manifest (May 2023)5) OMNIVISION: To develop new XR product offerings (January 2023)Other partnerships include that with OMNIVISION (January 2023), a leading global developer of semiconductor solutions to develop new XR product offerings. OMNIVISION’s liquid crystal on silicon (LCOS) panels allowed DigiLens to build LCOS/LED projectors optimized for its holographic waveguides. OMNIVISION's core camera technology provides DigiLens' devices with features such as visual odometry and six degrees of freedom.&nbsp;DigiLens also works with Taiwanese licensed waveguide manufacturer Young Optics, Chinese original design manufacturer and electronics supplier Malata, Korean display manufacturer Sekonix, international technology company Continental, Chinese optical elements manufacturer Crystal Optech, and Mitsubishi Chemical.&nbsp;Funding and financialsIn April 2022, DigiLens announced the second close of its Series D funding round (intiial close in November 2021) in which it raised USD 50 million at a valuation of USD 530 million. The funds were allocated for the development of DesignV1, its second-generation product.

DigiLens

Companies developing XR headsets and relevant sub-components (displays, sensors, and processors). Also includes complementary XR hardware (tracking devices, haptic vests, and gloves)

Companies offering engines that enable the development of AR/VR content, also includes companies offering capabilities to capture and create 3D images for immersive environments

Companies offering AR/VR solutions or toolkits for specific industry applications, including VR game developers

Companies offering location-based AR/VR experiences

AR/VR platforms offer remote assistance to field experts and headset manufacturers facilitate virtual work

Some solutions in the "content" segment are offered under a B2B SaaS model

Headsets and content segments provide the building blocks for the metaverse

AR, VR, and MR are the primary enabling technologies for the XR industry

FaceCake Marketing Technologies

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