The Italian competition authority announced on Friday that it would open an investigation. It is directed against the French luxury group LVMH and its brands Sephora and Benefit. They are accused of promoting the “early use of adult cosmetics by children and adolescents,” including anti-aging creams.
The agency (AGCM) said in a statement that it is investigating “missing or misleading relevant information” in Sephora stores and online.
This particularly concerns “warnings and precautionary measures for cosmetics that are not intended for or tested on minors”. This particularly affects the Sephora Collection and Benefit Cosmetics product lines, as the AGCM specified in a statement.
The three companies are also suspected of using “very young micro-influencers”. According to the authority, these are intended to encourage young people, a particularly vulnerable target group, to compulsively buy cosmetics.
According to the AGCM, the promotion of these products, including to children under the age of ten to twelve, is said to have “promoted compulsive purchases of face masks, serums and anti-aging creams”. This could have potential impacts on their health.
Sephora and LVMH premises were raided in Italy on Thursday, the AGCM said. These investigations can result in large fines.
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