Luxury companies need greater protection from imitators gaining the approval of social media influencers, as trademarking scent is almost impossible, experts say

One perfume smells suspiciously like a £355 bottle of Baccarat Rouge 540 eau de parfum. Another, which has notes of grapefruit, rose and Levantine spice, is reminiscent of a £215 bottle of Penhaligon’s Halfeti. But unlike those luxury brands, these “dupe scents” can cost as little as a fiver.

As many as half of UK consumers are now thought to have succumbed to the social media craze for cheap perfumes “inspired by” well-known luxury fragrances. And lawyers now say perfume brands and beauty companies need greater legal protection from rivals who imitate their products.

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