Maximizing Attribution: What can the FMCG industry learn from the Beauty ‘Dupe’ trend?

‘Dupes’ are trending on TikTok, but what exactly is a dupe and what can brands learn from successful dupes in the beauty industry??

The idea of a ‘dupe’ product has been around for a while amongst influencers and internet culture, particularly in the beauty and luxury goods categories. ?In the current cost-conscious climate, where 34% (NIQ Consumer Outlook 2024) of shoppers are in a worse financial position than last year, ‘dupes’ are an attractive alternative to expensive luxury items.?

In this edition of Insight Hub, we are exploring the power of a ‘dupe’ and what the FMCG industry can learn from the beauty industry for improving product content strategies to succeed across the omnichannel.?

What is a dupe???

In this instance, dupe doesn’t mean a fool, but instead is a shortened version of the word ‘duplicate’ meaning a product that offers the same quality/finish/feel as that of a luxury high-priced and sought-after item. The hashtag #Dupe has over 2.4B views on TikTok and is filled with videos from content creators comparing high-end luxury items to more budget friendly ‘dupes.’ ??

There are even dedicated retail outlet spaces for beauty product dupes that specialize in providing shoppers with cheaper alternatives to highly popular branded products.??

The main power of a dupe product is its affordability compared to its ‘real’ counterpart, but also its ability to replicate the same experience and finish. Often these ‘dupe’ products contain the same ingredients or product attributes, so it's essential these are communicated and labelled effectively so that they return in a shopper’s initial search.?

Some products may be formulated specifically to appeal to shoppers looking for cheaper alternatives and will mimic specific naming conventions or packaging design features, but in most cases a product just so happens to become a ‘dupe’ from its formulation or usage results. This is where it is vital brands are maximizing their attribution and capturing the full picture of their product within their omnichannel content. ???

The ‘dupe’ gives opportunities to affordable brands and private label brands, which is a win for brands and shoppers, especially during a time of financial constraint like the cost-of-living crisis. ??

E.L.F?Case Study:?

E.L.F, a leading global beauty brand, has capitalized on their ‘dupe’ qualities, providing shoppers with an affordable alternative to almost any trending TikTok beauty product, whilst maintaining quality and product performance. From Primers to lip balms, E.L.F stays on top of trends and responds quickly to products and is in-tune with their shopper needs, marketing each item around its quality and affordability. ?

E.L.F appeals to the everyday shopper who cannot afford, or does not want to prioritize spending huge sums of money on specific products, but still want to keep up with beauty trends and trending looks and is fast becoming a one-stop-shop for those looking to keep their beauty kits up to date in a cost-effective way. ?

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What can FMCG brands learn from the beauty industry??

While the product category is different, the lessons FMCG brands can learn from beauty are the same. Successful ‘dupe’ products are those that call out their key product features and attributes effectively across the omnichannel to return in search and are discoverable at the point of purchase. ?

Sainsbury’s Crumbl Cookies?

It’s not just beauty and luxury goods that having trending dupes. Recently TikTok has made some Sainsbury’s Bakery Loaded Cookies viral for the simple fact they are a dupe to a popular American Cookie chain Crumbl Cookies. ?

Shoppers in the UK are unable to purchase US-based Crumbl Cookies themselves and are seeking out UK-based alternatives, leading them to the Sainsbury’s Dupe. It is important that now Sainsbury’s are maximizing their products qualities, both on and off pack to reach shoppers wanting to become a part of this trend. Even the pink packaging that Sainsbury’s utilizes across its bakery ranges is reminiscent of the iconic pink of the Crumbl cookie brand, and can be utilized in promotion, descriptions and SEO key-words. ?

It's important that retailers and brands have their eyes on social media trends and are fully aware of their product catalogue and the attribute claims associated with each of their products. ?

What do brands need to do to maximize their 'dupe' qualities?

Brands need to maximize their ‘dupe’ qualities and focus on those attributes that are similar to those higher-end or inaccessible products that shoppers are looking for. ??

If a product contains the right ingredients and attributes that a shopper is looking for, at half of the price-tag, its likely your product would be picked, but only if it appeared in a shopper search. ??

Taking stock of inventory, and keeping on top of trends will help brands to alter their product description pages to ensure they are performing best in SEO. ?Reviewing SEO labelling to keep up to date with current terminology or trending tags on social media can also help keep your products relevant and returning in shopper search. ?

Getting visual with your product content and attribution is another way to keep shoppers informed and boost your return in search results. Shoppers have been shown to have an attention span of less than 8 seconds whilst shopping online, meaning they need information quickly and in simple terms. What better way to do this than creating enhanced visual experiences via engaging rich media imagery, videos and more??

If they are seeking a gluten-free product and your product meets their needs, call it out in a simple visual tile. If your product reduces redness in skin, call it out in a visual tile that demonstrates a before and after image so the shopper can see the product in action. ?

It’s especially important for brands and retailers to master their online product content strategy with on and off pack attribution as shoppers can utilize search functionalities and use a product description page to research even if purchasing the item in-store. ?

NIQ Brandbank’s Content Health and Content Health+ solutions are perfect for brands looking to maximise attribution and seamlessly update content across multiple touch points in a few simple steps. Find out more here. ?

No matter the price-point, products that perform well in organic search and meet the needs of shoppers are those with up-to-date, accurate product information and data on their product description pages. ??

The brands and retailers that will reap the rewards are those that are prepared to respond to trends while they are trending, not those at are playing catch-up after the fact. By getting off-pack and continually reviewing your product content you can ensure that your pages are consistently reaching shoppers and performing their best.

WEBINAR: The Ultimate Guide to American Shopper Trends in 2024?

We’ll be discussing this topic and more in our upcoming webinar with our friends at Data Impact and Fox Intelligence. Sign up today to receive your free copy of our brand-new report covering all things trending in eCommerce in the USA. ?

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Learn more about getting beyond-the-pack with your product content and attribution by speaking to a member of the NIQ Brandbank team today.?