Childhood Beauty Obsession? Italy Investigates Sephora and Benefit Cosmetics Over Questionable Commercial Practices

Italy's competition authority, the Autorità Garante della Concorrenza e del Mercato (AGCM), has launched investigations into Sephora and Benefit Cosmetics over possible unfair commercial practices. These practices are related to the marketing of adult products to children and adolescents. The investigation focuses on potential unfair commercial practices linked to the premature use of adult cosmetics among children and adolescents, including those under the age of 10 to 12.

The investigation also focuses on how Sephora and Benefit Cosmetics might be encouraging the compulsive purchase of products like face masks, serums, and anti-aging creams. The AGCM has expressed concerns about the possible omission or misleading information in warnings and precautions about cosmetics not intended or tested on minors, both online and in Sephora stores, especially in relation to the Sephora Collection and Benefit Cosmetics.

The AGCM noted that the investigations began due to concerns about 'cosmeticorexia,' an obsession with skincare among minors. The authority fears that companies may be using a particularly insidious marketing strategy. This strategy involves very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group.

The AGCM warned that the frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health. Inspections were carried out on Thursday at Sephora Italia Srl, LVMH Profumi e Cosmetici Italia Srl, and LVMH Italia SpA.

The investigation arises in a context where teens and tweens, often referred to as 'Sephora kids,' have invaded skincare aisles worldwide, largely driven by the prominence of beauty chatter on social media. This phenomenon has led the AGCM to take action to protect younger consumers.

In Sweden, for example, some beauty companies introduced age restrictions for advanced skincare products containing active ingredients, such as alpha-hydroxy acid and beta-hydroxy acid, a couple of years ago.

The investigation focuses on possible unfair commercial practices linked to the premature use of adult cosmetics among children and adolescents, including those under the age of 10 to 12. The AGCM seeks to determine if Sephora and Benefit Cosmetics have violated competition regulations.

The Italian authority is evaluating whether key information, such as warnings and precautions for cosmetics not intended or tested on minors, has been omitted or presented in a misleading way, both online and in Sephora stores.

As of yet, a spokesman at LVMH Moët Hennessy Louis Vuitton, the parent company of Sephora and Benefit Cosmetics, could not be reached for comment on the investigation. The AGCM has expressed concern about the potential impact on the health of minors due to the unsupervised use of cosmetic products.

The investigation in Italy reflects a growing global concern about the influence of the beauty industry on young people and the need to protect vulnerable consumers.