Trindade, AndréBugalhão, Leonor Leal2026-04-222026-04-222026-01-292025-12-17http://hdl.handle.net/10362/202452This study investigates why, despite the emergence of reasonably priced dupes, European consumers continue to buy original beauty products. We measure consumer Willingness to Pay (WTP) based on attribute trade-offs using segmentation, conjoint analysis and perceptual mapping. The results show that original brands primarily use the "Credibility and Quality" dimension to justify their premium, while dupes dominate the "value" perception. WTP is influenced by functional reassurance that reduces perceived risk rather than just brand prestige. By providing verifiable performance and trust, original brands stay relevant; dupes find it difficult to match this combination across all customer segments.engConjoint analysisWillingness to payBrand authenticityDupe cultureBeauty industrymaster thesis204238153