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DUPE, the Rebellion of the Low-priced, Shaking Things Up!

The “dupe” craze has become a new consumer trend. A “dupe” is an alternative product that offers a reasonable price while maintaining similar quality to a more expensive product. Derived from the word “duplicate,” the slang term “dupe” distances itself from counterfeits. Dupe consumption has already spread rapidly through online platforms and has become a major consumer trend among Gen Z. Let’s take a look at the characteristics of dupe consumption, which is being recognized as a new consumer culture and phenomenon that goes beyond a way of alternative consumption and explore the changing market trends.

The ‘Dupe’ craze is driven by social media

There has been an explosion of content featuring dupe products on various online platforms, including Instagram, YouTube, and TikTok. TikTok’s #dupe hashtag has already been viewed more than 6 billion times. According to CNN, “dupe” is now one of the most searched keywords, reflecting a different set of consumer values than previous generations.

Comparison to similar concepts in the past

Alternatives to expensive products have been around for a long time, but there are distinct differences in their purpose, features, and consumer perception.

Alternative

Dupe

Replica

Objective and features

A product that borrows some of the style or features of an expensive luxury item but adds original elements. It reflects consumers’ values of “not necessarily the best” and shows a trend toward respecting personal affordability and taste.

A product that intentionally mimics a specific popular or expensive luxury item, with similar design and functionality but at a lower price point. It’s common in fashion and beauty products.

Products that replicate a brand’s design and logo and are usually considered counterfeits. There is always demand because they allow you to own name-brand products at a low price, but they also come with legal issues due to the possibility of infringing on the brand’s intellectual property rights.

Consumer perception

Consumers tend to search for their own style without relying on a specific brand, and they often choose products that are comparable to the quality of more expensive products at an affordable price.

It appeals to consumers who want to enjoy luxury style at a fraction of the price, and it makes it easy to experience the latest trends. It’s popular among Gen Z and Millennials through social media and online platforms.

Replica products have limited reach confined to a specific consumer segment because of the negative perception among consumers that they compromise the authenticity and value of brands.

Is it a reflection of economic realities or a choice of value-oriented consumption?

“Consumption patterns are driven by what you want, how much you want it, and why,” says New York fashion industry writer Marisa Meltzer, emphasizing that the dupe trend was all about consumer choice. According to Morning Consult research, nearly one-third of U.S. adults say they have intentionally chosen dupe products over more expensive premium products. 67% of the respondents cited cost savings as a key decision factor when purchasing dupe products. It shows that dupe products are appealing to consumers, especially those who are less loyal to brands, because they can be part of a fast-paced fashion trend for less money and have fun. More interestingly, consumers who can afford the originals are also choosing dupes. This suggests a shift in consumption toward value and efficiency. Experts believe that dupe consumption is likely to become a major trend across generations as product reviews and other information becomes more accessible.

How companies have recognized dupe consumption as a culture

As the dupe trend continues to spread rapidly, companies are responding with a variety of ideas. While traditional high-end brands emphasize higher quality and differentiated value, mid- and low-end brands are aggressively expanding their “dupe” offerings to appeal to consumers.

©lululemon

Premium athletic apparel brand Lululemon recently ran a bold exchange promotion after the rise of dupe products hurt their sales. At the event held in Los Angeles, people could bring in a pair of Lululemon legging dupes and exchange them for a pair of genuine Lululemon leggings, valued at $98. The marketing strategy capitalizes on the trend of consumers preferring cheaper alternatives and is recognized as an example of embracing the dupe culture as a marketing element while naturally highlighting the superiority of its products.

Hair care brand Olaplex is another example of running a creative campaign in response to the dupe trend. By sending its products under the name “OLADUPÉ” to influencers, the company has been praised for strategically capitalizing on the consumption trends brought about by dupe culture while communicating the brand’s unique value to consumers who are torn between expensive premium products and cheaper alternatives.

Examples of dupes that have gone viral online

For consumers who can’t afford name-brand products, dupe products are becoming an affordable alternative, and marketing that emphasizes “dupe” can be a key strategy.

MAC’s Pro Longwear Concealer (0.30 FL OZ, $31 at maccosmetics.com)
Dupe: L.A. Girl’s Pro Concealer (0.28 FL OZ, $$6.00 at lagirlusa.com)
How it compares: Comes in a variety of colors and high coverage to naturally cover dark circles and blemishes. It has similar performance to MAC’s concealer, but at a more affordable price point.

Charlotte Tilbury’s Pillow Talk Lipstick & Lip Liner Duo ($54 at charlottetilbury.com)
Dupe: Absolute New York’s Perfect Pair Lip Duo ($7.19 at absolutenewyork.com)
How it compares: Similar color and smooth texture to the Charlotte Tilbury product, but at a fraction of the price.