GLADE: DUPE DETECTOR

As inflation has grown and economic worries have continued, dupe culture has flourished. Dupes reflect how this generation is coping with spending less by making budget shopping fun. Socially, “dupe” shopping is a source of pride, as TikTok videos with the #dupe hashtag has surpassed 6 billion views. Social conversations around dupes are booming, with younger consumers embracing the hunt to find and share alternative products. Over a quarter of young consumers say they find most dupes on their own.

The Glade Dupe Detector is a unique mobile commerce experience that allows shoppers to take a photo or enter the URL of a luxury, or more expensive brand candle to detect if there is a duplicate or similar scented candle from Glade, at a better value. Upon detection, Glade shares the dupe or a similar scented candle, along with where to purchase at retail. We amplified the experience on social with 9 total influencers famous for dupe culture callouts to use our mobile experience and recommend Glade as a better value alternative. Not only did we convert Gen Z candle lovers from more expensive dupes, we also saved them money on their purchase at retail without even giving them an offer.