Tom Reynolds Apr 11, 2026
Debunking some myths around the lookalikes
Lookalike products are often defended as a normal—and even beneficial—part of competition. But much of that defence rests on myths that do not stand up to scrutiny.
The first is that lookalikes are harmless. In reality, they are designed to mislead—borrowing the visual cues of established brands to create an impression of equivalence that is not justified.
The second is that they are cheaper for consumers. In fact, lookalikes often inflate prices within a category by mimicking the cues of premium brands, rather than competing honestly on value.
The third is that they are “the same, just cheaper”. They are not. Brands invest heavily in product quality, consistency and innovation—costs that imitators do not bear.
And finally, there is the claim that brand owners are simply anti-private label. This is wrong. Private label is an important part of a healthy, competitive market. But it should compete on its own terms—not by imitating the appearance of branded products. Distinctiveness, not deception, is what serves consumers best.
This is not about limiting competition—it is about ensuring that competition is fair, transparent and based on genuine differences that consumers can trust.
