Italian Authorities Probe Sephora and Benefit Over Alleged Covert Marketing to Girls as Young as 10

Italian Regulators Launch Investigation into Cosmetic Giants

According to Главком: Italian authorities have initiated a formal investigation into the practices of the beauty brands Sephora and Benefit Cosmetics. The probe centers on suspicions that the companies employed covert marketing strategies potentially targeting young girls, including children as young as 10 years old. Regulators are examining the possible impact of these tactics on the mental health of minors and the potential to foster obsessive behaviors related to skincare. This case highlights growing global scrutiny over how social media and influencer culture affect children's consumer habits.

Scrutiny of Advertising Campaigns

Italy's Antitrust Authority is reviewing advertising campaigns for skincare products, such as masks, serums, and anti-aging creams. Preliminary information suggests these campaigns may have been directed at girls under the age of 10. As part of the inquiry, Italy's financial police have already conducted searches at the offices of Sephora Italia and other units of the LVMH group, which owns these brands.

The marketing strategy under scrutiny involves the use of very young micro-influencers, a tactic that may encourage interest in expensive cosmetic products among a youthful audience. This trend is often described by the term 'Sephora kids.' Platforms like TikTok and Instagram play a significant role in popularizing intensive skincare routines among the young. Dermatologists have expressed concern about the effects of these practices on children, noting that

"the frequent and combined use of a wide array of cosmetics by minors without proper awareness can be harmful to their health."

LVMH has stated that the company, along with Sephora and Benefit, will cooperate fully with authorities and adheres to current Italian law. Nonetheless, the Italian Antitrust Authority emphasizes that these practices are linked to the broader issue of 'cosmeticorexia'-an obsession with skincare among minors. While selling cosmetics to minors is not illegal in Italy, regulators continue to investigate the situation to identify potential risks for young consumers.

This investigation could have significant repercussions for Italy's beauty industry, as it raises critical questions about the ethics of marketing cosmetic products, particularly to underage audiences. If violations are confirmed, it may lead to changes in marketing approaches and tighter regulation of advertising directed at children. Regulatory bodies in other countries may also turn their attention to these issues, following Italy's lead.