Tired of paying full price for your favorite products? Learn about a locally-based startup that finds you discounted dupes recommended by a community of shoppers nationwide.
Cincy Chic: What is Brandefy?
Carolyn Kochard, COO at Brandefy: Brandefy is a platform that finds product dupes to save shoppers time and money. For instance, you are out of Too Faced Better Than Sex Mascara but you want to see if there is a similar, less expensive product just like it. Open our app, search for the Too Faced Mascara you love, and see that L’Oreal makes a mascara that is extremely similar, and save $16 by getting the dupe instead.
Cincy Chic: What’s the inspiration behind it?
Kochard: Our founder and CEO, Meg Pryde, worked in private label manufacturing and knows that sometimes the high-end product is made in the same factory as the drugstore or generic brand. Shoppers have no way of knowing when the cheaper product is the same and when they should pay up for the prestige brand. We want to be your pocket detective, finding the best products at the best price. We do this using ingredient panel analysis, and direct, side-by-side comparison either using a panel or someone well-versed in the products they are testing.
Cincy Chic: Who’s behind it?
Kochard: Meg Pryde (CEO), Carolyn Kochard (COO), James Graham (CTO) and a dedicated group of panelists and review captains. Meg uses her industry expertise to steer the ship, James develops app updates to offer new features to our users, and Carolyn manages reviews and generates content.
Cincy Chic: How does Brandefy work?
Kochard: We take the top requested product comparisons (e.g. Target’s private label, up & up, and the name brand counterparts) and test the products side-by-side. Our team of panelists or review captains takes it from there- scoring the two products on their similarity. They rate based on a list of attributes and share their opinions on whether or not shoppers should switch to the less expensive product dupe to save. Brandefy takes these ratings, calculates ingredient similarity scores, and generates a nifty overall similarity score. All our users have to do is find product reviews in the app and start saving!
Cincy Chic: What makes Brandefy unique?
Kochard: There are several product review companies on the market, but they don’t focus on side-by-side comparisons of copycat products. We compare their ingredient panels and review the two products based on a thorough list of attributes, and make the information easy to access.
Cincy Chic: How can readers use Brandefy?
Kochard: iPhone users can download the app, or anyone can find reviews online here. They can search by product or category and see direct comparisons of some of their favorite name brand products. Once they see the reviews, they can purchase the best products for them, saving time and money.
Cincy Chic: Is there anything new on the horizon for the company?
Kochard: We’re adding new products every month! This month, we’re adding more makeup dupes as well as reviewing generic baby products. You’ll also be able to save products to your favorites list.