Dupe Culture: Is your lookalike stealing your cart space?

In a follow-up survey, we asked our agents a simple question:

“What could the name brand do to convince you to switch back from the dupe?”

And the top takeaway came through loud and clear: Make it cheaper.

The overwhelming majority of responses pointed to lowering the price as the #1 way brands could win back customers. Variations included:

• “Just make it cheaper.”

• “Match the dupe’s price.”

• “Make it more affordable or offer better value for the cost.”

• “Smaller sizes at lower price points.”

• “Offer discounts, sales, or coupons.”

Price wasn’t the sole consideration for our agents. They also highlighted the following factors:

Value Matters

Even among loyal brand fans, price was a major barrier. Consumers feel the quality of dupes is comparable, so they struggle to justify the brand markup:

• “I love the brand, but the dupe works just as well for way less.”

• “Why pay double for the same effect?”

• “Quality is great—but not $50 great.”

Incentives Can Help

Many said they’d consider coming back if brands added value through:

• Coupons, loyalty programs, and cashback offers

• Free samples or trial sizes

• Gifts with purchase or bundles

• “Dupe swap” events or trade-in offers

 Size, Packaging, and Product Offerings

Some wanted changes to how products are sold:

• Larger or more affordable packaging

• Better applicators or containers

• More unique scents or formulas that are harder to replicate

Market Beyond Gen Z

A few responses mentioned a need for brands to stop exclusively targeting younger audiences:

• “Start marketing to older generations too.”

• “Focus less on influencers and more on real people.”

Trust & Transparency

Some felt brands needed to be more honest:

• “Stop acting like your cream performs miracles.”

• “Be real about the price markup.”

• “Make the packaging match what’s inside. Don’t scam me with oversized boxes.”

Availability & Accessibility

• Easier access to products (not just exclusive retailers)

• Improve stock levels and distribution

Emotional & Brand Loyalty Still Exist… But It’s Not Enough

Several responses showed fondness for the brand, but price won out:

• “I love the name brand, but I can’t afford it.”

• “If I had more money, I’d go back in a heartbeat.”