Savanta_Dupes_Report_2024_UK

Why should
your brand
give a
about dupes?
savanta.com

Why should your brand give a
about dupes?
Let’s
DUPES
talk about
Consumers can spend their money
anywhere, and in the face of growing dupe
culture, giving them a reason to choose
you is critical.
With dupe brands coming after
your clientele, knowing how to
navigate these waters can be
the difference in whether you
win or lose in this dupe culture
war. Whether it’s fashion houses
repurposing each others styles,
or 2000’s fashion magazines
showing you how you can get
Kate Moss’s Glastonbury look
for less, dupes have always had
a place.
But now the newest dupe
trends, fuelled by social media
and influencer culture, has
quickly infiltrated the beauty
and skincare category. The new
age of dupe culture is only just
getting started and constantly
evolving, so don’t fight it,
embrace it and consider what
you could learn.
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You’ve probably seen a lot
about dupes, but we’re here
to cut through the noise.
All is not as clear as it seems
and there are some common
myths that we’re here to
debunk.
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Why should your brand give a
about dupes?
MYTH 1
ALL DUPES
ARE CHEAP
KNOCK-OFFS
SAVANTA OPINION
Fiction!
Gone are the days of only finding beauty
“copy-cats” at your local market or
questionable online sites.
These days beauty and skincare dupes
are getting closer and closer to the
“originals”. Online dupe comparison sites
(skinskoolbeauty.com and dupeshop
beauty to name a few) and influencer
education also means consumers are a
lot more clued up than they used to be.
Beauty and skincare brands can’t just
rely on name anymore to gain that cult
following with this increasingly educated
audience.
Whilst the cost of living has helped push
the growth in dupe culture by removing
price barriers within the beauty and
skincare category, it’s also making
consumers stop and think about their
purchases. 51% of UK consumers agree
the cost of living crisis has made them
more likely to consider purchasing
dupes, with 1 in 3 in the US stating
the cost of living as a prompt for them
buying a dupe.
Whether it’s wanting to invest in products
that will actually work or trying to find
true value for money, for some, the value
they get for higher-end products doesn’t
always seem to match the inflated price
tag.
Savanta conducted nationally representative online surveys both in the UK (2,237 adults) and
US (401 adults). Fieldwork took place from Friday 9th to Tuesday 13th of February 2024.
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So, what can brands do?
Remind consumers of your value-add
Why is it worth spending more on your product, besides name? Maybe it’s your
brand story or the quality of your products, your store experience, or the years of
scientific research. Whatever your value ad, make sure you are reminding consumers
why they should come to you.
Aesop make sure to showcase their in-store designs and aesthetics through their
social channels showing all that they have to offer beyond just the product itself.
This allows consumers to connect to the brand on a style and design level around
the world, showcasing Aesops aesthetic and attention to detail values.
Get your product in consumer hands
Aside from re-affirming your value to consumers make sure they are able to make
those product comparisons themselves. Consider product mini’s or sample trials as
a way of providing entry access to your brand. Show consumers that cheap doesn’t
always mean better and doesn’t guarantee the same results.
Benefit offer miniature versions of their best selling products – not only practical
for travel but also allowing consumers to experience and trial the brand without
having to commit to the higher price point initially.
5

Why should your brand give a
about dupes?
MYTH 2
ONLY TIK-TOK
LOVING GEN-Z IS
BUYING DUPES
SAVANTA OPINION
Fiction!
Whilst it is true that gen-z do love
finding a beauty dupe—only 9% have
never bought one—they aren’t the only
ones, and social media isn’t the only
way. Older generations are also in on
the trend, only in slightly different ways.
Picture this: A middle aged woman,
shopping the aisles of Aldi and picking
up some skin care. It feels familiar to
her, but the price tag is very different.
Maybe she just stumbled upon it, picked
it up and bought it.
Even more surprising than this, now
picture a millionaire’s bathroom. Surely
you would never find a dupe there, right?
Wrong! Savanta asked our panel of
millionaires and 52% of UK millionaires
purchase dupes, rising to 4 in 5 for
those millionairs aged 18-35.
This lady has just bought herself a dupe
product, but interestingly, she might not
even know it. She may not even know
about the original brand, and is just
looking for a great quality, decently
priced product.
Savanta conducted nationally representative online surveys both in the UK (2,237 adults) and
US (401 adults). Fieldwork took place from Friday 9th to Tuesday 13th of February 2024.
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So, what does this mean?
Clearly dupes are reaching far and wide. They aren’t just a solution for the younger
generation, or those who can’t afford the real thing. You might think your brand is
safe, but maybe dupes are reaching your audience too…
Learn, learn and learn again
Think you know you’re audience – check again. As the world is constantly changing,
it’s critical to keep your current audience front of mind. They might not be exactly
who you think they are!
Don’t assume your fame as the OG
Just because you’ve been duped, doesn’t always mean consumers know that there
is an OG. By leaning into the conversation around the dupe, there’s an opportunity
to showcase your brand to a whole new audience.
Meet your audience where they are
Your audience might not be exposed to your brand in ways you expect; in places
where the dupe reaches them first. If you can understand your audience and their
shopping behaviours, you can do more to get your product in front of them in a
way that works.
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Why should your brand give a
about dupes?
MYTH 3
IMMITATION IS
THE BEST FORM
OF FLATTERY
SAVANTA OPINION
Fact!
As the old saying goes, you should be
flattered if someone starts copying
you because it means you’re doing
something right. So why not take this
as an opportunity to reflect on just that,
what are you doing right?
Rather than strictly seeing dupes as the
enemy, consider what desirable qualities
dupes are trying to emulate and what
that says about your brand.
Not only can this be a moment for
reflection, but perhaps an invitation to
join the conversation and show your
audience what you’re about.
Whist, Maybelline has taken a more
direct approach in dupe conversations.
The brand posted a side-by-side
comparison on Instagram highlighting
the differences in formulations.
These two brands may address dupes
using different strategies, but they
are ultimately harnessing the hype
surrounding their products and using
it as an opportunity to showcase their
brands’ personalities.
Fenty Beauty addresses dupes on social
media with Rihanna herself posting
about the uniqueness of Fenty Beauty
formulations and shades, to emphasise
their commitment to innovation.
Savanta conducted nationally representative online surveys both in the UK (2,237 adults) and
US (401 adults). Fieldwork took place from Friday 9th to Tuesday 13th of February 2024.
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savanta.com
So, how will you react?
Take the compliment
Consider this a pat on the back—your product and marketing is clearly doing well
if there is an appetite for a dupe. 47% of UK and US consumers say that a brand
being duped demonstrates how popular the original brand must be.
Remind people why you’re the original
Dupes can copy you all they want, but you’re the OG and this is an opportunity for
you to shout about it. Could your marketing dial up the features that make you
the best? Or could you lean into innovation? I.e. ‘we’re the best out there, but that
doesn’t mean we stop innovating’.
Heinz took to the conversation on dupes using their sense of humour with the ‘Is
that Heinz?’ campaign. They created colour swatch labels so consumers could
tell when bottles had been refilled with off-brand ketchup by restaurants and food
vendors in Turkey. This bold take on navigating dupes says a lot about the kind of
brand image Heinz want to portray.
It’s time to get nosey
Has the dupe simply copied you or have they copied you and filled a void? For
example, your product has a strong scent, but the dupe meets the need for a similar
product without the scent.
If the latter is true, consider how can your brand leverage the gap that has been
highlighted here. Embracing this chance to investigate could provide inspiration
or open up a whole new category for you to explore.
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Why should your brand give a
about dupes?
what
LEARNT
we have
It’s less of a question about whether or not you engage with
dupe culture, but how. What is your brand’s tone of voice
and what are you saying to consumers?
Know your audience. Who is spending with you but also who do you want to be
spending with you? How do they behave and what impacts their decisions?
Showcase your value over the dupes. Lean into your brand assets and make sure
that all parts of your brand embody your key value adds.
Be confident. Join the conversation and add value to it. Don’t be afraid of dupes,
leverage their popularity to your benefit. Get involved in the conversation and use
it as an opportunity to re-evaluate your brand.
The more you know, the better you can navigate dupe culture.
There is a growing expectation from consumers that brands are present and engaging
with their audiences, so don’t let the conversation happen without you. This not only
showcases your brand confidence, but that you are invested in staying relevant –
you’ve got your finger on the pulse.
Beauty dupes are today’s craze, but something new will soon take over, such as
tech-infused or mental wellness beauty.
Without a strong sense of brand, you could get lost in the trends.
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How Savanta can help.
Savanta supports clients across a breadth of areas:
Market insights
Consumer behaviour
Brand
Design & strategy
Media & comms
Innovation & growth
Experience
Global perspective
ESG
PR & stakeholder
Public, polling & regulatory
If you’d like to find out more about how Savanta can help you
tackle the latest challenges for your brand, please get in touch at
better.decisions@savanta.com or visit our website savanta.com
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