By Mila Johanna Papini. Cover image by Diana Kolikova.

Have you ever wondered whether the “juice” of an expensive product is really any different from that of its dupe? Imagine standing in a store, holding two products that look almost identical. One costs twice as much as the other, yet you still hesitate before choosing the cheaper option, even though both promise similar results. This raises an important question: would you choose a product simply because it is more expensive and comes in more appealing packaging?

Perception Over Performance in Beauty Products

One of the main reasons lies in the emotional value attached to original products. Consumers rarely choose a product for function alone. More often, it becomes a way to tap into a story, a lifestyle, and, in some cases, a sense of identity. Well-known brands carefully build their image over time, associating their products with ideas such as luxury, success, or exclusivity. As a result, owning the original can feel like a statement.

Interestingly, psychological research suggests that price itself plays a symbolic role in this process: it often acts as a signal that carries emotional and social meaning, influencing how consumers perceive both the product and the brand behind it.

Studies on consumer behavior show that people frequently rely on price as a mental shortcut to judge quality, assuming that a more expensive product must be better. This effect has been demonstrated in experiments where participants rated identical products more positively simply because they were told they had a higher price. In one well-known example, people even reported that the same wine tasted better when they believed it was more expensive. In some cases, this effect goes even further: the “marketing placebo effect” shows that expectations alone can shape experience, meaning that consumers may genuinely perceive differences that are not objectively there. In other words, perception can directly shape reality. A clear example of this can be seen in the fragrance called Bianco Latte by Giardini di Toscana. The scent has become highly popular but has also inspired numerous dupes that attempt to recreate its signature gourmand profile at a lower price. Despite the existence of alternatives, many consumers still prefer the original, valuing its identity, exclusivity, and the story behind the brand rather than the scent alone.

The Power of Packaging and Price 

Another important factor is the way products are presented and perceived. Packaging plays a crucial role in shaping expectations, often before the product is even used. High-end items are designed with great attention to detail: refined materials, elegant design, and a strong visual identity all contribute to a sense of quality and luxury. These elements can make a product seem more effective, even without any real difference in performance.

This can also be seen in beauty products such as lip oils. For instance, the lip oil by Gisou is priced at around 30€, a cost often linked not only to its formulation but also to its branding and aesthetic presentation. While more affordable alternatives exist, many of which offer similar cosmetic effects, consumers are still drawn to the original because of its strong image and luxurious packaging. This highlights how perception and visual identity can influence the value we assign to a product.

How Social Media and TikTok Shape Beauty Choices

Social influence also plays a crucial role in shaping consumer behavior. Many beauty and lifestyle products gain popularity through platforms like TikTok, where visual appeal and branding are key to their success. Once a product becomes viral, it is often quickly replicated by cheaper alternatives, yet the original tends to remain the “desired” version due to its association with the trend itself.

Influencers and content creators further reinforce this dynamic by showcasing original products as part of curated lifestyles, where ownership becomes part of a visual identity. Even within the growing “dupe culture” online, the original product often remains the reference point. Dupes are typically framed as alternatives to something already desirable, reinforcing the status of the original rather than replacing it.

That being said, this dynamic does not mean that dupes are without value. In many cases, they are appreciated for making similar products more accessible. It is often seen as positive when something desirable becomes available at a lower price, especially for those who may not be able to afford the original. Additionally, influencer content, particularly luxury “hauls”, can sometimes feel distant from everyday reality, as it often reflects a level of spending that is not relatable to most people. As a result, while the original product may remain more desirable in terms of status and symbolism, dupes can offer a more practical alternative. In some cases, consumers may prefer purchasing a larger number of affordable items rather than investing in a single high-end product, especially when the functional difference is minimal.

Ultimately, the preference for original products reveals that consumer behavior is not purely rational. It is shaped by emotions, perception, social influence, and context. Even when the formula may be the same, the story behind the product often carries greater weight than the product itself. In the end, what we choose to buy is not just about what something is, but what it represents.