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define(
    [
        'jquery',
        'Magento_Customer/js/customer-data',
        'mage/translate'
    ],
    function($,$customerData){

      var showMessage = function(){
        var nameProduct = 'this is the message';
        var messageError = $.mage.__('%s has already started.').replace('%s', nameProduct);
        customerData.set('messages', {
            messages: [{
                type: 'error',
                text: messageError
            }]
        });   
      }
    }
);