Jungle Creations CEO Melissa Chapman spoke to The Grocer about the exploding popularity of dupes and what this means for skincare, haircare, and cosmetics brands, as shoppers cinch their spending.

On the divisive topic of brands remaining relevant and competing with dupes, Melissa said “brands need to think like an influencer or publisher, have a network of consistent ambassadors because people follow people, create social-first content (not ads) and be part of trends that will support virality.”

Whether you’ve purchased a dupe or not, there’s no denying the misrepresentation around us!

Read the full article here.