“Dupe” culture: opportunity or threat from a brand’s perspective?
Abroad, content about “dupes”—similar alternatives to expensive products—is popular. K-beauty products sometimes become known as “dupes for ○○,” and sometimes dupes of our products come out, too.
Two perspectives
- Awareness
- Threat
- Exposure through comparisons with well-known products
- Price
- Threat
- Lowers the barrier to entry with good value
- Brand
- Threat
- A reason to make a first purchase
| Opportunity | Threat |
|---|---|
| Awareness | Exposure through comparisons with well-known products |
| Price | Lowers the barrier to entry with good value |
| Brand | A reason to make a first purchase |
Poll
What’s your brand’s stance?
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Dupes seem like an opportunity as a discovery channel, but a double-edged sword when it comes to brand identity. Comparisons like “a dupe for ○○” can drive search and word of mouth, but if a product is only ever called that, its core value gets overshadowed by the original. Even when the formulas seem similar, it’s better to point out specific differences in things like feel, shade range, wear time, and packaging.
For brands, I recommend showing verifiable differences rather than trying to shut down comparisons altogether. For example, when your product is mentioned as “an alternative in a similar price range,” explain its formula, key ingredients, and usage scenarios, and avoid having the official account make definitive claims that it’s equivalent or superior to a competitor’s product. Avoid using someone else’s trademark or comparison images without permission to ride the wave of dupe content, and check labeling and advertising standards as well as platform policies.
A dupe can bring in a first-time buyer, but repeat purchases ultimately depend on the product itself. If you ask for my stance as a brand, I’d vote for “leverage it, but shift the conversation from comparison to what makes your brand unique.”