The Role of Social Media
Paid Ads
OECD (Organisation for Economic Co-Operation and Development); the global trade in counterfeit goods, including cosmetics, is worth over $500 billion annually. Social media platforms like Instagram and Facebook are used by counterfeit cosmetic sellers who run targeted ads.
In 2019, Instagram alone reported that over 20% of beauty-related ads on the platform were from unverified sellers. These ads often feature fake cosmetic products like skincare, makeup, and fragrances, with promises of discounts or exclusive deals.
Counterfeit sellers often use targeted adveritising on social media platforms like Instagram and facebook to reach specific demographics. These ads usually look professionall and may include the words ‘authentic’ and/or ‘limited’.
Ads often showcase fake products using professional photos, making the buyer feel comfortable and confident.
Social Media Influencers
Statista (2018) revealed that 61% of beauty influencers have been approached to promote counterfeit cosmetics. Often sending free products or offer collaborations.
Global Anti-Counterfeiting Group (2020) demonstrated that 40% of counterfeit beauty products sold online are promoted through influencer-led giveaways.
Fake Reviews
Consumer Reports (2019)-80% of customers whi purchase cosmetics online only relies on reviews.
Fake reviews often claim that these cosmetics work just like the real thing, and photos of satisfied consumers using the products are shared to increase credibility.
Transparency
Some influencers lack the experience to vet products before endorsing them. Major influencers usually work with well-known brands that can ensure authenticity.
Pressure on social media can also lead to influencers take on collaborations with counterfeit sellers, especially when free products are offered.
How can influencers help?
Raise awareness about counterfeits and important key roles about authenticity and transparency.
Always disclose whether the product was gifted or sponsored and if they have tested it.
How to read ingredient lists (eg. incorrect labels)
Fake beauty websites or red flags (eg. extreme discounts, no contact info)