Surge in Fake Listings on Social Media as Mother’s Day Nears

9th May 2019 – A study has found a spike in fake beauty products being sold via Instagram and Facebook in the weeks leading up to Mother’s Day in the US.

The investigation by online brand protection agency Red Points was based on data collected for over 40 of its cosmetic and personal care clients in 2018 and identified a 40 per cent increase in counterfeit beauty products in May coinciding with shoppers’ pre-Mother’s Day shopping.

Mother’s Day is a big deal in the US, with Americans spending an average of $180 each – or a massive $23.1bn in total – on the holiday, making it an obvious target for counterfeiters.

In a finding that has big significance for brands, the investigation – based on a survey of 1,500 US consumers – found that 17 per cent of respondents had bought a gift that turned out to be a counterfeit, and of these 84 per cent said they would be hesitant about buying from the authentic brand again.

All told, 49 per cent of all fake beauty purchases were made on either Facebook or Instagram, and almost three quarters (73 per cent) of people polled said they regularly see social media content selling products they believe are counterfeit.

More than a third (37 per cent) also said that seeing content peddling fakes made them less likely to engage with posts from authentic brands.