Breaking AI & Tech News Analyzed

Italian regulators have launched an investigation into Sephora and Benefit Cosmetics, both owned by the French luxury group LVMH, over allegations of using 'covert marketing strategies' to sell beauty products to young girls. The probes aim to determine if these brands have been targeting minors with skincare products, such as face masks, serums, and anti-ageing creams, potentially fuelling an unhealthy obsession with skincare known as 'cosmeticorexia'.The Italian Competition Authority stated that the investigations were opened over concerns that important information – such as warnings and precautions for cosmetics not intended for, or tested on, minors – may have been omitted or presented in a misleading manner. The regulator expressed concerns that the frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health.The trend of young girls and teenagers being drawn to high-end beauty products has been driven by skincare content produced by beauty influencers, many of whom are tweens and teens themselves. This phenomenon, known as 'Sephora kids', has met a backlash from dermatologists who argue that children do not require beauty products and that this early focus on appearance can create anxiety over how their skin looks.Sephora has previously sought to distance itself from this trend, with its North America CEO, Artemis Patrick, stating in a 2024 interview that 'we do not market to this audience'. However, the regulator alleges that the company has adopted a 'particularly insidious marketing strategy' involving the use of 'very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group'. LVMH said that it, Sephora, and Benefit would 'fully cooperate with the authorities' but declined to comment further, reaffirming their strict compliance with applicable Italian regulations.