Investigation into two major cosmetic brands
Sephora and Benefit Cosmetics are under investigation by the Italian Competition Authority due to their cosmetic promotions targeting children and teenagers. Experts warn that these marketing practices could lead to a concerning obsession with skincare among younger age groups.
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Regulatory authorities in Italy have launched an official investigation into world-renowned cosmetic brands Sephora and Benefit Cosmetics over their marketing activities targeting children and teenagers. These two luxury brands operate under the French LVMH group.
Officials pointed out that the companies in question have been promoting products such as face masks, serums, and anti-aging creams on social media, reaching children as young as 10. It is stated that these practices could cause children to focus unnecessarily on skincare at an early age and contribute to the spread of a skincare obsession known as "cosmeticorexia."
In cooperation with the Italian financial police and the competition authority, inspections are being conducted at Sephora Italia and various LVMH offices to investigate the details of the companies' marketing strategies.
A trend that has recently emerged on social media platforms, dubbed "Sephora kids," encourages pre-adolescent children to show interest in expensive cosmetic products. Skincare routines shared by young content creators on digital platforms like TikTok and Instagram are amplifying the impact of this trend.
It is alleged that the companies are using young micro-influencers to promote products specifically to children. The characterization of these methods as "insidious," going beyond traditional advertising, is noteworthy.
On the other hand, Artemis Patrick, CEO of Sephora North America, argued in a 2024 statement that "We are not targeting children," maintaining that the brand is directly distanced from this trend.
In dermatology circles, it is emphasized that children do not yet need cosmetic products and that beauty-focused habits at an early age can be psychologically harmful. Experts state that exposing the delicate structure of young skin to unnecessary chemicals increases the risks of irritation and sensitivity.