Australian cosmetics giant MCoBeauty has attracted global attention for its strikingly similar beauty dupes, but the company has kept the details of its product development process out of the spotlight — until now.
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.
Mco Beauty Mco Model Co Modelco Shelley Sullivan Beauty Dupes Dupes Makeup Dupes Duping Charlotte Tilbury Makeup Cosmetics Beauty Tarte Mecca Sephora Luxe For Less Trademarks Patents Formula Hollywood Flawless Filter Drunk Elephant Sol De Janeiro Shape Tape Foundation Concealer Highlighter Contour Packaging Mascara Lipstick Perfume
Australia Latest News, Australia Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
After being sued twice, MCoBeauty has become a multi-million-dollar empire built on beauty dupesAustralian cosmetics company MCoBeauty has become a multi-million-dollar business by 'duping' popular beauty products. But its success hasn't been without controversy, after pushing the boundaries of the law too far in the past.
Read more »
Shoppers say MCoBeauty’s new cheek and lip tint is a ‘perfect dupe’ of Benefit’s famous Benetint7NEWS brings you the latest local news from Australia and around the world. Stay up to date with all of the breaking sport, politics, entertainment, finance, weather and business headlines. Today's news, live updates & all the latest breaking stories from 7NEWS.
Read more »
Allegations of sexual assault by senior police officer Wade Burns aired in South Australian parliamentAllegations that a senior South Australian police officer, who was leading a program to combat sexual harassment, sexually assaulted a female colleague at a social function have been made under parliamentary privilege.
Read more »
Big four bank announces huge change to payments in Australian firstWestpac customers can now use their Altitude Points for credit card purchases, in an Australian first banking move designed to boost payment convenience.
Read more »
Australian election fought on immigration could cause ‘civil unrest’, former department official warnsAbul Rizvi accuses major parties of ‘short-termism’, saying Labor’s approach to immigration is ‘unsustainable’ while Coalition’s would be ‘pure chaos’
Read more »
Photography exhibition shines light on international workers' experience on Australian farmsA photography projects offers new insight into the lives of seasonal fruit pickers, including the lighter parts of a job known for its tough working conditions.
Read more »