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Counterfeits and dupes have infiltrated almost every aspect of the consumer goods market and can pose problems for businesses as well as for customer safety. The consumer attitude towards the market is nuanced with some consumers actively searching for fakes and dupes due to financial pressures, whilst others are scammed into thinking that they are buying a genuine article but instead have purchased a counterfeit product. Dupes, on the other hand, are arguably more ethical than fakes but also present challenges for brands when shoppers feel that a dupe can provide a similar quality for a lower price.