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Insight of the Day: The Scoop on Dupes: Finding Beauty in Retail’s Latest Buzzword

Dupes Take Center Stage in Retail, Driven by Gen Z and Social Media

Key Takeaways:

  • Dupes Gaining Popularity:  Affordable alternatives to luxury products, known as "dupes," are increasingly popular, especially among younger consumers.

  • Fragrance and Makeup Lead the Trend: Dupes in the fragrance and makeup categories are particularly sought after, driven by the high cost of luxury brands.

  • Gen Z Embraces Dupes: Gen Z consumers are more likely to believe that lower-priced alternatives are just as good as luxury products, fueling the dupe culture.

  • Social Media's Role: Platforms like TikTok have significantly accelerated the dupe trend, with makeup dupe videos garnering millions of views.

  • Symbiotic Relationship: While dupes benefit from the popularity of luxury brands, the increased awareness can also benefit the original products.


The rise of dupe culture reflects a shift in consumer behavior towards valuing affordability and practicality without compromising on quality or experience.


  • The dupe phenomenon is here to stay, driven by younger generations and social media influence.

  • Brands need to adapt to this trend by focusing on their unique value propositions and communicating why their products are worth the investment.

  • Luxury brands can leverage the dupe trend to increase awareness and potentially attract new customers who may eventually upgrade to the original product.

Implications for Brands:

  • Luxury Brands:

  • Emphasize the unique value proposition of your products, such as quality, craftsmanship, and exclusive ingredients.

  • Leverage social media to engage with consumers and highlight the benefits of your products compared to dupes.

  • Consider offering entry-level or sample-sized products to attract budget-conscious consumers.

  • Affordable Brands:

  • Develop high-quality dupes that offer similar benefits to luxury products at a lower price point.

  • Utilize social media marketing to create buzz and showcase the value of your products.

  • Partner with influencers and content creators to reach a wider audience and build credibility.

  • Retailers:

  • Curate a diverse selection of products, including both luxury brands and affordable dupes, to cater to different consumer preferences.

  • Offer price comparison tools and product recommendations to help consumers make informed choices.

  • Create engaging shopping experiences that highlight the unique value propositions of both luxury and affordable products.

By understanding and adapting to the dupe culture, brands can effectively navigate this evolving consumer landscape and capitalize on the opportunities it presents.


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