This article was originally published in the Cosmetics Business Fragrance Trend Report. Receive your copy here.
Quiet luxury is out and loud budgeting is in.
2024’s biggest #MoneyTok trend, ‘loud budgeting’ involves openly talking about why you might choose not to spend money on something, even if you are able to.
The term was first coined by comedian and social media personality Lukas Battle, and in a TikTok video, Battle explains: “Loud budgeting has the same feeling as sneaking candy into a movie theatre. You feel like you got away with something... you feel like you’re coming out of the situation winning.”
The fragrance equivalent of this, according to #PerfumeTok at least, is bagging a dupe that smells just like a luxury designer scent but for a fraction of the price.
Social media creators consistently talk about how much money they are saving when buying an affordable scent such as Zara’s Red Temptation – as a dupe for Maison Francis Kurkdjian’s Baccarat Rouge – and clearly feeling like they are coming out of the situation winning.
When comparing the two, TikToker @jazhand says about Red Temptation: “This literally smells the same. I’ve read some reviews that it doesn’t last as long as the Baccarat Rouge but for $25 I don’t even mind reapplying it throughout the day.”
Aldi’s own version, Lacura Cardinal Red, which launched in September for just £4.99 – £459 less than the luxury original – even had TikTok users instructing people to purchase it immediately: “run, don’t walk to Aldi” said one.
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- Companies:
- The Perfume Shop
- Marks and Spencer
- Kantar
- Zara
- Aldi
- Glossier
- Circana