Despite their rising prices, prestige face and lip make-up is still preferred by consumers, even those who believe dupes are just as good
Dolce & Gabbana's Devotion line, launching this week, is the latest in a line of major prestige debuts to capitalise on the consumer thirst for high end make-up
This article was originally published in the Colour Cosmetics Trend Report. Receive your copy here
As affordable swaps for designer brands when money is tight, make-up dupes offer a compelling proposition.
And it seems many consumers agree: a third of US make-up users aged 18-44 have purchased a dupe because of something they saw on social media, according to Mintel.
Dupes that work as well as their cult counterparts for half the price often do incredibly well.
Given that the rising cost of living has hit consumers hard in 2023, it makes perfect sense that consumers would be trading down from prestige to mass market products and dupes. But in make-up, this hasn’t happened.
“You might intuitively think that prestige colour would not do quite as well during tough times, because people will look to save money by buying cheaper products, but in cosmetics, we’re not seeing that, even though a premium cosmetics product costs, on average, almost £12 more than a mass product,” says Matt Maxwell, Strategic Insight Director at Kantar.
This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business