Although the multi-million-dollar business has faced legal hurdles before for its copycat cosmetics, MCoBeauty has a rigorous process in place to ensure its lipsticks don't cause lawsuits.
But in the past two years or so, the word has become a catch-all on social media to describe less expensive alternatives of countless products, ranging from water bottles, lounge wear, furniture, cleaning products, kitchen appliances and even cars. The product in question was "Flawless Glow" — its version of UK cosmetics brand Charlotte Tilbury's "Hollywood Flawless Filter" — and was quickly labelled a dupe, particularly because of its similar packaging.In the months since, MCoBeauty has earned a reputation as a cosmetics brand that dupes popular products — although the brand says duping is a marketing strategy, not its whole business model.
"Before we even go into design, we have some research done on the product, the formulations, the packaging, the customer base, the outer packaging, everything to do with the product. "No, it's not like that. Certainly the absence of trademarks comes into that equation of what the final product looks like, because if they're not trademarks, then you're not going to infringe a trademark by putting a product into the market," he said.
"We do a lot of research groups and customers really wanted to pull out that little bit of premium luxury from their bag, but at a quarter of the price." "That diamond is actually a protected asset," he said, referring to the gold diamond shape that features Charlotte Tilbury's "CT" logo. "There's very, very, very, very, very few patents for truly innovative, new formulations or new methods of delivery. They're all variations of a theme."
"I think it's whatever works for the person, and the reality is, the result is going to be similar. It just depends if you want to pay a little bit more."Charlotte Tilbury's product costs $70 and is sold exclusively through beauty retailer Mecca, while MCoBeauty's version retails for $35 and is sold at Woolworths, Big W, and Chemist Warehouse stores around the country.
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