Italy Investigates Sephora and Benefit Cosmetics for Unfair Marketing Practices
Italy’s competition authority has initiated inquiries into Sephora and Benefit Cosmetics for potentially unfair commercial practices. The focus is on how these brands market products intended for adults to children and adolescents.
Background of the Investigation
The Autorità Garante della Concorrenza e del Mercato (AGCM) announced on Friday that it is investigating Sephora Italia Srl and Benefit Cosmetics LLC, as well as their parent company, LVMH Profumi e Cosmetici Italia Srl.
Company Responses
In a statement, LVMH Moët Hennessy Louis Vuitton, the parent company of Sephora and Benefit, confirmed receipt of the AGCM’s notifications regarding the investigative procedures. They expressed their commitment to fully cooperate with the authorities while refraining from further comments due to the ongoing nature of the investigation.
Concerns Over Marketing Practices
The AGCM’s investigation revolves around accusations of encouraging the compulsive purchase of skincare products, such as face masks, serums, and anti-aging creams among minors, particularly those aged 10 to 12. This practice raises concerns about a growing phenomenon dubbed ‘cosmeticorexia’—an obsession with cosmetic usage among young people.
Potential Omissions of Safety Information
Investigators are particularly concerned that essential information, including warnings and precautions for cosmetics not tested on minors, may have been omitted or misrepresented both in-store and online. This is especially pertinent to the Sephora Collection and Benefit Cosmetics.
Health Risks for Minors
The AGCM has highlighted that the frequent use of various cosmetics by minors, without adequate understanding, could pose health risks. Furthermore, the investigation has revealed that the companies allegedly employed young micro-influencers to promote these products, targeting a particularly vulnerable demographic.
Recent Inspection Activities
On Thursday, inspections were conducted at Sephora Italia Srl, LVMH Profumi e Cosmetici Italia Srl, and LVMH Italia SpA as part of the ongoing investigation. These actions underline the seriousness of the allegations against the companies involved.
The Rise of ‘Sephora Kids’
The trend of teens and preteens, colloquially known as “Sephora kids,” exploring skincare products has gained momentum, largely propelled by beauty discussions on social media. In light of these concerns, some countries, like Sweden, have begun enforcing age restrictions on certain advanced skincare products containing potent active ingredients.
