The Italian Competition Authority has launched two investigations into Sephora and Benefit Cosmetics, both owned by LVMH, over alleged unfair commercial practices related to marketing adult cosmetic products to minors, according to Reuters.
Concerns over targeting young audiences
The authority expressed concerns that the brands may be using very young micro-influencers on social media to encourage early use of adult-targeted cosmetic products.
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Such practices could drive frequent purchases of items like face masks, serums, and anti-aging creams, contributing to a phenomenon known as “cosmeticorexia”, linked to excessive skincare concerns among minors.
Possible lack of transparency
According to AGCM, the investigations also examine how key product information is communicated.
The authority suspects that important warnings and precautions, especially regarding products not intended or tested for minors, may have been omitted or presented in a misleading manner.
Health concerns
AGCM warned that frequent use of a wide range of cosmetic products by minors, without proper awareness, may pose health risks.
Inspections carried out
As part of the investigation, AGCM officials, together with Italy’s financial police, conducted inspections at the premises of Sephora Italia, LVMH Profumi e Cosmetici Italia and LVMH Italia.
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