Facer creator premium12/24/2023 ![]() Experts said this means higher-end brands will have to put more effort into keeping their customers loyal. Premium brands could potentially lose customers to dupes, said Kimberley Ring Allen, founder of Ring Communications and adjunct professor at Suffolk University. How dupes are changing the beauty industry This could present an opportunity for lower-priced brands to steal market share. consumers, 46% said they plan to cut their fashion and beauty spending, according to software company SAP. “Immediately consumers made the comparison to the prestige equivalent at $44.”Īdditionally, in a period of high inflation, beauty appears to be one of the categories impacted by consumers pulling back their spending. Beauty’s CEO, said during a call with investors and analysts. The Halo Glow Liquid Filter is a prime example of that,” Tarang Amin, E.l.f. ![]() “We’re definitely seeing new users being attracted to the brand that perhaps normally would not look at lower priced products. acknowledged that consumers have been putting its products side to side with pricer brands, saying that the company has seen an “incredible response to that item.” This led publications and TikTok creators to hunt for dupes, one of which includes E.l.f’s $14 Halo Glow Liquid Filter.ĭuring its first quarter earnings call, E.l.f. Ever since the $46 Charlotte Tilbury Flawless Filter went viral last year, it had sold out for months at a time. When these viral products sell out, influencers and publications also often push alternative items they claim to offer similar results. “Obviously that is going to generate more sales.” “I think that it definitely gives them notoriety if you can be called a dupe for a branded product that is very well known,” Kondrat said. Additionally, she said that by using comparison videos with influencers, brands are able to advertise their products to consumers without making it obvious. Instead of just looking at brand names, more consumers are now paying attention to the ingredients list, she said. Rebekah Kondrat, managing partner of retail agency Rekon Retail, said that consumers have become savvier. “Our Product Development team is super agile and able to react to trends we see coming through on social media,” said Nora Zukauskaite, the marketing director for Lottie London, told Glossy in July. Much like Undone Beauty, Lottie London also reposted TikToks suggesting its $10 Diamond Bounce Highlighter as “a great dupe for Fenty’s viral highlighters,” the company captioned in a video posted in March. A TikTok creator named who has over 178,000 followers, has also compared Undone Beauty’s $12 Lip to Cheek Pallete to Fenty Beauty’s $22 Cheeks Out Freestyle Cream Blush in a video that gained over 12,000 likes. The company has also reposted some of these comparison videos on its TikTok page with the #dupe in its caption. Somma said the company often gifts products to influencers, who, on their own, then made the comparison between Undone Beauty products to their more expensive counterparts. “To me, that’s where I see the indication of the discovery because people are hearing about the brand, seeing the brand and then doing their own research.” “The interest that you see in the brand based on search has grown similarly ,” Somma said. But the company, which was founded in 2018, said it saw its customers grow 102% year-over-year in 2021. Undone Beauty declined to share its sales figures. Undone Beauty’s $10 Light On Lip – Honey Rose had often been compared to Clinique’s $22 Almost Lipstick in Black Honey - a product that went so viral it, at one point, sold out for months. Makeup has especially been a popular category to find dupes partly because it has a lower price point than other discretionary items. On the app, videos under #dupe have garnered roughly 1.7 billion views and #makeupdupes have over 490 million views. Gaining dupe stardomĭupes, ranging from perfumes to yoga pants, have been a common topic of discussion among social media users for several years, but it especially took off during the pandemic when more users joined TikTok. This signals an opportunity for drugstore brands to possibly acquire new customers and grow their name recognition prompting some to even embrace the trend. Searches for the term “dupe” rose 40% year-over-year in June, according to marketing research platform Think with Google. As viral beauty products on platforms like TikTok sell out, dupes - products that influencers claim offer the same quality for a much lower price - often gain some eyeballs too.
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