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Italian regulator launches investigation into LVMH
Italy's Competition Authority (AGCM) has opened a probe into luxury conglomerate LVMH, owner of beauty brands Benefit and Sephora, over allegations of targeting children under 10 with anti-aging skincare products. The investigation follows concerns that the companies may have engaged in deceptive marketing practices.
Allegations of covert marketing strategies
The AGCM said inspections were carried out at LVMH and Sephora's Italian headquarters on Thursday, with assistance from Italy's financial police. The authority suspects the brands may have failed to clearly indicate that their products were not intended for children, instead promoting them through young micro-influencers-social media personalities with smaller followings.
The probe focuses on whether the companies encouraged compulsive purchases of face masks, serums, and anti-aging creams among children, potentially contributing to a phenomenon experts describe as "cosmeticorexia"-an unhealthy obsession with skincare among young people.
The rise of 'Sephora kids' on social media
Sephora, which boasts nearly 23 million Instagram followers and over two million on TikTok, has become a focal point of the "Sephora kids" trend. On platforms like TikTok, children share videos of their skincare routines and purchases under hashtags such as "Sephora kids haul" and "Sephora kids GRWM [Get Ready With Me]." Hundreds of these videos showcase young users displaying their skincare collections.
Health risks and regulatory concerns
Both the AGCM and the British Association of Dermatologists have warned that skincare products designed for adults can harm children. Experts say these products may cause skin irritation, allergic reactions, and in some cases, long-term damage.
The Italian authority also raised concerns that critical warnings for children may have been "omitted or presented in a misleading manner" on Sephora and Benefit products.
LVMH responds to investigation
In a statement, LVMH said it would "fully cooperate" with the authorities but declined further comment, citing the ongoing nature of the probe. The company, which owns a portfolio of luxury brands spanning alcohol, fashion, and jewelry, added: "All the companies reaffirm their strict compliance with applicable Italian regulations."
Broader implications
The investigation highlights growing scrutiny of marketing practices targeting young consumers, particularly in the beauty industry. Regulators and health experts continue to warn about the potential risks of exposing children to products not formulated for their skin.
