Italy's competition authority, AGCM, has opened two investigations into Sephora and Benefit Cosmetics, owned by LVMH, over possible unfair commercial practices related to the marketing of products intended for adults to children and teenagers, according to an announcement on Friday, cited by Reuters.
The AGCM said it was concerned that brands were using very young micro-influencers on social media to encourage the premature use of adult cosmetics and the compulsive purchase of face masks, serums and anti-ageing creams, habits associated with “cosmeticorexia” – an obsession with skin care among minors.
Sephora and Benefit Cosmetics did not immediately respond to a request for comment on the Italian competition authority's allegations.
“The investigation was opened due to concerns that important information – such as warnings and precautions for cosmetic products not intended for or tested on minors – may have been omitted or presented in a misleading manner,” the AGCM said in a press release.
Frequent use of a wide range of cosmetic products by minors, without proper awareness, can be harmful to their health, the regulator said.
AGCM officials and the Italian financial police carried out inspections on Thursday at the headquarters of Sephora Italia, LVMH Profumi e Cosmetici Italia and LVMH Italia, the competition authority also stated.
