The beauty behind the bargain
If you have seen Ridley Scott’s House of Gucci, you will know of the battles that can ensue over counterfeit products. Now on the agenda, is a dupe – a duplicate of a popular product, yet not a direct copy.
These products mimic cult beauty formulas, such as a Dior lip oil or a Nars blush. Cost-effective and widely accessible, it’s no wonder that in a cost-of-living crisis, consumers would search for such an alternative. Ironically, dupe – not as a shortened form of duplicate – means to trick or deceive, so where do dupes stand in the beauty industry?
Rohan Widdison, CEO of Australia’s New Laboratories, argues, “Dupes will always have a place in the market because fundamentally consumers love the idea of getting a luxury experience without the big price tag.” When it comes to experimentation in an industry where trends are ever-evolving, dupes offer the opportunities to explore new styles without spending hundreds each time. “If consumers find the product doesn’t suit them, they won’t be out of pocket compared to forking out a small fortune for the popular luxury products,” Rohan says.
Despite the contrast in affordability, dupes, for the most part, are held to standards almost as high as the real thing. “There’s more leeway for dupes to not be quite as good as the original, yet minimum standards exist for product formulations that are safe, effective, and a reasonable match for the original product,”
Sometimes, dupes do more harm to your skin than good for your wallet. Rohan lists poor packaging, bad smells, negative reviews, and disinclusion of important information such as usage instructions as signs of inferior product quality. Staying power, pigmentation, and application ease can be telltale too. Comparing the ingredient list between the dupe and authentic product is one way to avoid being ‘duped’.
“Lower pricing could sometimes translate to ingredients which irritate the skin or are unflattering when worn. Try to get some samples and test them first to see how your skin responds. Avoid buying on impulse and don’t compromise on quality for the sake of saving money,” Rohan encourages.
Finding products with the same active ingredients while mimicking the expensive, luxurious feel of a high-end product can be likened to hitting the jackpot. Yet the ethical argument continues: do dupes cheapen and exploit original ideas, creations, and designs, with potential environmental and over-consumption concerns? Evidence shows dupes increase brand awareness and sales for the original, and Coco Chanel believed “Imitation is the sincerest form of flattery,” yet personal preference remains.
