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The consequences of counterfeits on brands

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Counterfeit products on social media have become incredibly pervasive, reportedly costing about $75 million a year to the cosmetics industry. We conducted a survey to find out more about consumers' buying habits and found that:

  • 45% of consumers have purchased cosmetics via social media.
  • Facebook and Instagram are the most popular social media platforms for buying cosmetics.
  • Most consumers would buy an item from a 3rd party seller on social media if the product was offered at a discount rate.
  • 19.5% of consumers have accidentally bought a fake cosmetics item.
  • Many think it is the brand owner's responsibility to remove fake items from online platforms.


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