ADVERTORIAL
SOCIAL SELLING HAS EMPOWERED COUNTERFEITERS – HOW CAN YOU FIGHT BACK & PROTECT YOUR BRAND?
Bharat Kapoor, Vice President of Authentix-owned online brand and content rights protection service Strategic IP Information, or ‘SIPI’, tells Cosmetics Business how its process helps find online targets to combat piracy across industries including cosmetics
With online sales continuing to surge, companies are focusing on digital marketing and advertising products through various social media channels. Not only has there been a rapid shift towards sales through
online channels as a result of Covid-19, with corporations such as L’Oréal reporting a 62% increase in online sales across divisions and regions[1]
, the marketing of products through influencers has
also experienced a dramatic uptick. The influencer marketing industry was estimated to be worth US$9.7bn in 2020 and influencers today have become key players in the cosmetics industry. However, according to a report published by Instagram, 20%
of the posts associated with top brands on social media featured counterfeit or illicit content. “The way customers interact with brands has been changing over
time and there are two things driving that change,” says Kapoor. “One is technology; you have omnichannel sales, you’re getting messaging from social media feeds, e-commerce, marketplaces, influencers and so on. “Customers buying products online also have access to delivery
infrastructures that haven’t before existed in the way they do today. If you buy something on Amazon in Southeast Asia, Asia or the US, it can come to you within hours. “And what counterfeiters really take advantage of is exactly
that: they find places where it’s easy for them to promote and sell anonymously and use this delivery infrastructure that’s been created by other legitimate businesses who have invested billions and billions of dollars in e-commerce.” The second thing that is helping smooth the path for piracy are payment systems that make it possible to move funds cross-border
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You have to approach your research and your study of a potential [infringing] listing by looking at the listing in a wider context
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