Consumer Trend: Zara and Shein Break Into Beauty

A dupe, or duplicate, is an accessible brand’s product inspired by a luxury brand product. The difference from an imitation or counterfeit? A dupe is branded by the manufacturing brand, unlike a counterfeit whose goal is to pass for a brand it is not.

Zara has launched into luxury perfume dupes. Its products are branded Zara, their names are different, and the packaging is far from the brands whose products are inspired. A legal practice, become a trend that is booming on TikTok among influencers who look for the best dupes to make videos that reach millions of views.

Like several fast fashion players, Zara has ridden this trend and offers dupes at prices that defy all competition. For example, La Vie est Belle by Lancôme is the favorite perfume of French women, sold for 100€ for 50 ml. Zara’s dupe version is called Red Vanilla and costs 12€95 for 90 ml.

These products are highly favored by consumers, particularly in periods of inflation and reduced purchasing power.