Marketing News

Dupe Hauls Are All the Hype

For younger consumers, buying a cheaper version of a cult-favorite product isn’t shameful — it’s savvy, social and often intentional, analysts say.

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By: Lianna Albrizio

Associate Editor

Move over luxury haul — the “dupe haul” is having a moment. A new YouGov survey reveals that 9% of Americans — and 17% of 18- to 34-year-olds — have knowingly bought duped makeup in the past year. For younger consumers, buying a cheaper version of a cult-favorite product isn’t shameful — it’s savvy, social and often intentional, analysts say. Figures Don’t Lie Data shows price remains relevant. Analysts say 44% of dupe buyers cite lower cost, but nearly as many 43% say quality is com...

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