Discover the fascinating world of dupe culture in fragrance and beauty trends, sparked by the influence of TikTok and embraced by younger consumers.
According to Circana’s experts Natallia Bambiza and Jaquelyn Wenskus, fragrance and makeup dupes have taken center stage, with #PerfumeTok leading the charge in popularity.
While fragrance dupes aren’t a new phenomenon, their appeal has soared, particularly among Gen Z consumers. Circana’s 2023 Fragrance Consumer Report reveals that Gen Z is driving significant engagement in the fragrance category, being twice as likely to opt for a dupe over a luxury scent.
Moreover, when it comes to makeup, younger generations are embracing dupe culture at a higher rate. Circana’s 2023 Makeup Consumer Report highlights that nearly half of Gen Z and Millennials are drawn to makeup dupes, influenced largely by social media.
With social platforms like TikTok and Instagram shaping consumer preferences, makeup dupe videos garner millions of views, fueling acceptance and purchases of dupes. However, Circana notes that the relationship between dupe products and their luxury counterparts is often symbiotic, benefiting both parties.
Contrary to concerns, luxury brands aren’t necessarily losing out due to dupes. In many cases, they benefit from increased awareness and excitement generated by the dupe phenomenon. Circana emphasizes the importance for luxury beauty brands to effectively communicate their value proposition, focusing on quality, craftsmanship, and unique benefits to differentiate themselves in the market.