the Deliplus fever and imitations of luxury cosmetics
It all starts with that feeling of satisfaction and triumph when you leave the Mercadona. You haven’t been left behind and you have found that viral product that everyone on TikTok is talking about at a more than affordable price. A sensation that, when it comes to Mercadona and the year 2025, we can associate with launches starring the star ingredient and omnipresent, the pistachio, but no: in many cases the viral products of this supermarket have nothing to do with food. The devotion it provokes in perfumery and perfumery fans is nothing new. skincare, DeliplusMercadona’s cosmetics brand. Because of him, when we cross the exit door with our full bag, we realize that we have not only fallen into the trap of the viral product but also of the microspending. This is how a generation spends For those who are not familiar with the term microspendingwe are talking about that phenomenon that mostly affects generation Z and that consists of compulsively making small expenses, usually motivated by trends, the need for immediate reward or social networks. Due to their low cost, they seem like insignificant expenses, but in reality, when repeated frequently, they end up representing a considerable expense that silently depletes the current account. A subscription to Netflix, a video game on sale on Steam or the new viral lipstick from Mercadona are the only whims that many young people can afford. By not having enough capital to face large investments like a home or a car, its members choose to allocate their money to expenses more affordableimmediate and ephemeral. This increasingly restrictive economic context only allows us to search for immediate gratification, whether through a weekend getaway or with the Deliplus news section. Therefore, in terms of whims, our Mercadona basket is almost devoid of food but full of highlighters, creams or perfumes that are the new sensation. @mcarmenpadillaseq Mercadona has released a serum with a b0tox effect, and I have done a marathon to analyze it for you 🕵🏻‍♀️ #market #skincare #wrinkles #gallolegs #antiaging ♬ original sound – MCarmen Padilla Sequera Products that resemble in texture, packaging or effect to those high end cosmetics that are out of our budget like LancĂ´me, Dior, Fenty Beauty or Kayali. Actually, we rarely talk about viral formulas that respond to something unprecedented, but rather that satisfy our wish for the dupesoffering us those similar versions to the high range but eliminating that high price associated with brands from another category. Without going any further, in recent months Deliplus has launched a new serum for six euros in the form of a syringe but without a needle, the ‘Botox Like Serum’, which promises to help with wrinkles and expression lines to achieve that “Botox effect”. With its active ingredients, in addition to controlling these folds in certain areas, it seeks to avoid matte skin and thus also achieve that luminous skin. glass skin that is so fashionable. This combination of innovation, trend and low price It has made the product attract the attention of the consumer, in addition to creating a buzz effect on social networks; especially when compared to his Shiseido dupewhich promises similar effects fighting the signs of skin aging but with a price of around 250 euros. At first glance, everything seems perfect: the product has the approval of several specialists in cosmetics that highlight their effectiveness in those problem areas of the face, at the same time you save money and obtain many of the benefits that the product on which it is inspired promises. It seems that we would have no reason to doubt its success and virality. The enormous business of skincare The trick comes when we go in to buy that product that catches our attention, but in the end we end up with many others from the Deliplus line. Because, of course, how can I not take it if it’s so cheap? We may save 30 euros on a lipstick but we end up adding the highlighter, blush and bronzer that go to game. It’s true, they’re only around five euros each, but as long as you add up…Also, as if that weren’t enough, you walk down the hallway and that perfume dupe Armani that is trendy and that you wanted to try so much. Result: the perfect definition of microspending. The global cosmetics market continues to grow and is in full boom. There is increasing interest (especially in young population) for him skincareprevention and the search for certain active ingredients that benefit our skin such as retinol wave niacinamide. Specifically in Spain and Portugal, the perfumery and cosmetics sector exceeded 8.1 billion euros in sales in 2024 and it is expected that in 2025 it will end with a 5% additional growth. Both social networks and digital commerce play a fundamental role in promoting this habit of microspending; 66% of customers discover brands on social networks through recommendations from celebrities and influencers, and also 8 out of 10 consumers They claim to buy products after having seen them on social networks. “They have completely reshaped the beauty industry, changing the way consumers discover products and engage with brands. Platforms have democratized information, allowing anyone to share their experiences with a global audience. A positive review can spark curiosity and generate widespread interest, allowing trends to emerge quickly. Word of mouth has never been more influential” Nicola Kilner, co-founder of The Ordinary. Outside our borders, the dupes phenomenon also has great actors. ELF is one of the most prominent and its CEO, Tarang Amin, told in an interview with Washington Post one of the keys to its success. According to him, during a TikTok live, several users insisted on their interest in a product from his brand similar to the tanning drops by Drunk Elephant. He immediately asked his product division and it didn’t take long for them to go to market. Of course, for a third of the original price. Of course, China has also entered the equation. Shein, which … Read more
