Keeping an eye on the “invisible marketing” that pushes anti-wrinkle creams to children who haven’t even reached adolescence, the Italian Competition Authority (AGCM) opened an official investigation against the Sephora and Benefit Cosmetics.
The operation, which included physical searches at the headquarters of the luxury group. LVMH this Thursday (27), marks the beginning of an offensive against the phenomenon of "Sephora Kids" — children, often under 10 years old, who have become addicted to complex skincare routines.
The three pillars of research
The marketing of “micro-influencers”
The main target is campaigns that use child influencers. According to regulatory bodies, these children are used to create an artificial need in a vulnerable audience, masking what should be advertising as if it were just a "friendly tip".
Omission of health risks
The AGCM is investigating whether brands omitted crucial warnings. Products such as acid serums and anti-aging creams have not been tested on children's skin and may cause permanent damage. The lack of clear warnings about precautions for minors is at the heart of the legal process.
The fight against “cosmeticorexia”
The term defines the unhealthy obsession of minors with "perfect skin." The impact is twofold:
- Physical: Severe irritation and chemical sensitization in skin that is still developing.
- mental: Development of aesthetic anxiety and body image disorders in children aged 8 or 9 years.
While the LVMH While the government affirms "strict compliance with Italian laws" and promises to cooperate with the investigations, the atmosphere in Rome is one of zero tolerance.
