TY  - Type of reference 
TI  - Perfume dupes: commercial or cognitive warfare? 
AU  - Karim Keita 
AB  - Dupes, accessible versions of perfumes from major brands, have been a meteorot commercial success since the covid-19 pandemic. Social networks have contributed to this success, making dupes an object of virality. Consumers, especially the youngest, seem to adhere very easily to this style of alternative, but legal consumption, which deconstructs decades of sophisticated marketing and elitist branding. Operating as tangible memes, they seduce and convert consumers in search of purchasing power, but also progressive societal demands (inclusion, accessibility, egalitarianism...). To the point of having an effect on the cultural representations associated with luxury, or even on the processes of human cogni-tion. It would then not be a trade war between the global South (a majority of dupes are made in China) and northern countries that should be guarded, but a cognitive war that could well weaken the system of cultural domination put in place by the West through the cleverly constructed iconicity of its great luxury brands. 
DO  - 10.21494/ISTE.OP.2025.1355 
JF  - Cognitive Engineering 
KW  - Brand, Cognitive warfare, Dupe, Ethics, Iconicity, Meme, Mental representation, Narrative, Perfumes, Story, Dupes, Ethique, Guerre cognitive, Iconicité, Marque, Mème, Narratif, Parfums, Récit, Représentation men-tale,  
L1  - https://www.openscience.fr/IMG/pdf/iste_ingecog25v8n1_4.pdf 
LA  - en 
PB  - ISTE OpenScience 
DA  - 2025/10/8 
SN  - 2517-6978 
TT  - Les dupes de parfums : guerre commerciale ou guerre cognitive ? 
UR  - https://www.openscience.fr/Perfume-dupes-commercial-or-cognitive-warfare 
IS  - Issue 1 
VL  - 8 
ER  -