Welcome to the dupe era!

Originally a term popularized by social media, dupes have evolved from mere copycats into a legitimate market strategy, reshaping consumer expectations and brand competition. But this phenomenon isn’t exclusive to beauty, it offers valuable lessons for the broader FMCG sector.

Buckle up; we’re diving into the wild world of dupes!

A dupe (short for "duplicate") refers to a product designed to mimic a premium product at a fraction of the cost. In beauty, this includes skincare, makeup and fragrances, where brands like e.l.f.,The Ordinary and Revolution Beauty offer near-identical alternatives to favorites from Charlotte Tilbury or Dior.

Picture this: You want Charlotte Tilbury’s Pillow Talk lipstick, but your wallet says absolutely not. Enter the dupe, L’Oreal color riche satin, a budget-friendly lookalike that gives you (almost) the same glam for a fraction of the price.

Why dupes are gaining ground

• Cost savings: With rising living expenses, consumers prioritize value without sacrificing quality. Let’s be real, who wouldn’t want a € 15 serum that does what a € 150 one promises?
• Social media influence: Platforms like Instagram and TikTok amplify comparisons, with hashtags like #SkincareDupes gathering millions of views, proving we all love a good hack.
• Accessibility: Dupes allow shoppers to experiment with trends before committing to high-end products. If a € 5 mascara performs like a € 30 one, why wouldn’t you try it?

But here’s the kicker: Dupes aren’t just stealing sales, they’re expanding the market. 98% Of shoppers report that dupes introduce them to new categories like primers or setting sprays, which they might not have tried at luxury price points. ¹

Many shoppers try a dupe first, fall in love and then splurge on the original. So, while luxury brands might side-eye dupes at first, they’re actually getting free marketing.

‍

Challenges for premium brands

Luxury brands face a paradox: dupes challenge exclusivity but also boost awareness. The most-duped brands often see sales growth, as dupes act as "gateway" products. To protect their sense of exclusivity in a saturated market, high-end brands must emphasize:

• Patented technologies (e.g., Estée Lauder’s Advanced Night Repair with Chronolux Technology).
• Superior ingredient sourcing (e.g., La Mer’s Miracle Broth).
• Sustainability and ethical sourcing, which dupes often lack.

‍

FMCG, you’re next!

Dupes aren’t just a beauty thing, it mirrors broader FMCG challenges, where private label and discount competitors replicate branded goods. Ever picked up a store-brand cereal that tastes suspiciously like Kellogg’s? Or seen a private label line that mirrors a category favorite? That’s the dupe effect in action.

What brands can learn

1. Differentiate through innovation: If a product can be easily duplicated, brands must emphasize proprietary formulations or superior sourcing. (e.g., Unilever’s Magnum crackable shell).
2. Leverage transparency: Consumers compare ingredients and performance, clear labelling and honest marketing build trust.
3. Develop distinct packaging: That causes a high entry investment for the dupers.
4. Get savvy with social media: Social media and comparison platforms (e.g., Skinskool for beauty) educate consumers. If a random TikToker can post a viral 22-second TikTok video of baked feta pasta that created a remarkable spike in feta cheese sales, why can’t you?
5. Embrace tiered offerings: Just as beauty brands have prestige and budget lines, FMCG companies can cater to both aspirational and cost-conscious shoppers.     H&M does it with designer collabs and basics.

‍

Conclusion

Dupe culture isn’t a threat, it’s a sign of shifting consumer priorities and smart spending. For beauty and FMCG alike, the response isn’t to resist imitation but to differentiate through innovation, storytelling and unmatched quality.

At Haystack Consulting we understand this as these dynamics are critical to thriving in an era where value and authenticity reign supreme.

‍

Sources:

1. NielsenIQ: Beauty & Personal Care (2024)

2. NielsenIQ: The impact of Beauty dupes on Cosmetics category sales (2023)

‍