Why pay more when you can have (almost) the same thing? In essence, this is the reasoning of many young people aged 15 to 25. According to YPulse (an agency specializing in analyzing the behavior of 13-39 year-olds), members of Generation Z like to buy replicas of their favorite brands (cosmetics included).
While the French prioritize quality above all, Z Americans don’t think the same way.
According to YPulse, just a few years ago, owning a replica of a brand reference was a bit of a laughing matter. Today, the opposite is true.
Young people want to consume and be fashionable… while preserving their purchasing power and trying to save money.
“This way, the dupes fit perfectly into their lives. They can get the look and quality of a luxury item without spending as much.”
Zs are very attracted to Dior, Chanel, Fenty Beauty and Charlotte Tilbury beauty products. Sometimes, the price of certain references doesn’t fit into their budget, so they look for more affordable “dupes”.
The search for “replicas” is a very popular phenomenon on social networks. Many content creators unearth alternatives to the most fashionable cosmetics and post comparative videos on TikTok or Instagram.
This phenomenon testifies to Gen Z’s marked interest in beauty, but also reflects the harsh economic reality of these young consumers. Against this backdrop of inflation, the general public continues to watch its spending.
So it’s up to professionals to offer ranges that are accessible to all.
