Marisa Ferré Rastrollo

What are 'dupes' and why is everyone talking about them?

25 of January of 2023
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Who does not know the famous "Dupes" that run by the social networks? As if to you still it has not seemed you in the feed of Instagram or of Tik Tok, do not concern you that I will clear you in brief that they treat. In the first place, if searches in Google, basically defines you that 'dupe' is a duplicate, but that in the practice treats of a very similar product to another of luxury or expensive, whose price is more affordable.

Dupes

Research the 23/12 in Google of "dupes in cosmetic"

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Research the 28/12 in Google of "dupes"

Besides, if we fix us in the social networks can observe that the 'dupes' mainly affect to the categories of skin care, make-up and perfumes.

But is this really a current trend? If I’m honest, no. Already in 2010 a list of makeup 'pairs' was launched in the United States, which collects information from taxpayers who detect similarities in two different brand products, one more expensive and the other more affordable. Today, this list has evolved into a more advanced search engine, but only for makeup products. There are also social media accounts dedicated solely to showing these cheaper alternatives, which means that the public has an interest in it.

In make-up what looks for is that have the same appearance when it applies and thus in social networks are used to to show the original in half face and the alternative in the another half to be able to show his similarity. The 'dupes' of skin care are based on cosmetic assets match on both products, while perfumes that have the same smell. When going in in detail, this type of comparisons never have the same exact formulation. While we know those who are dedicated to the cosmetics and perfumery sector, we also know that not all assets and/or raw materials are equal in terms of quality, efficiency or even in terms of sustainability, so they can not always be comparable. Also, they owe to take into account the studies made, the structure of the company, the capacity of production, the investment in R&D, the innovation, the campaign of marketing and communication, the place of manufacture, the margin and a lot of other factors that do that a product was not exactly the same. It is true that the big majority of times, the consumer is not conscious of all what there is behind a bar of lips. Maybe, from the industry would owe of visibility more, so that the user can value all the group of a product of beauty.

During the day of tendencies celebrated the past 18 January, 'Beauty Trendy Labs', the pleaded specialist in digital law, Jose Maria Baños, shared with the assistants many legal appearances related with the 'dupes'. It is true that comparative advertising is permitted in the European Union, provided that it is objective, not degrading or uses acts of deception in its message. In the event that an influencer or brand compares two products with data that discredit the compared brand, the latter could denounce it. So that a brand have some rights or privileges, Baños, advises registering it to be able to legally protect them against a violation of the trademark law, the consequences of which can range from the cessation of the product to compensation or even imprisonment if the complaint is taken through criminal channels. The existence of judicial decisions in this regard sets a precedent and thus facilitates and expedites the process of reporting similar cases. Generally, the 'dupes' comply with what is known as unfair practice, since they are able to parasitize a brand and take advantage of its reputation in order to position themselves in the market and profit.

In short, the concept 'dupes' is booming and it is a question of being visible by brands, influencers or divulgers of all the value behind a cosmetic so that people are aware and can decide more objectively their purchase choice. If this is not enough, knowing that brands have legal action protects their interests and prestige.

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References:

Pike, H. (2021, 18 November). Behind the Business of Beauty Dupes. The Business of Fashion. https://www.businessoffashion.com/articles/beauty/behind-the-business-of-beauty-dupes/

Temptalia LLC. (2021, 24 May). Makeup Dupes List 2021 | Find the Perfect Makeup Dupe with Swatches. Temptalia: Makeup Reviews, Swatches, Dupes to Help You Shop Smarter! https://www.temptalia.com/makeup-dupe-list/?product_id_search=cicaplast&product_id=0

Mielke, C. (2010, 28 June). Temptalia.com The Dupe List. Temptalia: Makeup Reviews, Swatches, Dupes to Help You Shop Smarter! https://www.temptalia.com/temptalia-com-the-dupe-list/

About the author
Marisa Ferré Rastrollo

Marisa Ferré Rastrollo

Chemist

Graduated in Pharmacy from IQS-Blanquerna (Ramón Llull University). Passionate about cosmetics, she has moved to specialize with a Master's Degree in Cosmetics and Dermopharmacy from the University of Barcelona. Currently, she is Innovation Specialist at Beauty Cluster, where she has participated in the development of congresses and technical conferences such as the 7th Beauty Innovation Days and the IV Barcelona Perfumery Congress. In addition, she is a pharmacist responsible for dermopharmacy in the pharmacy, which allows her to be in direct contact with the needs of the consumer.
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