Sephora and Benefit Face Scrutiny for Marketing Skincare to Young Children
An Italian regulatory body is investigating beauty giants Sephora and Benefit following concerns over a marketing strategy that appears to target children with skincare products. The Italian Competition Authority (AGCM) launched the probe into LVMH, the parent company of both brands, suspecting attempts to sell anti-aging treatments to children as young as 10 years old.
The Rise of ‘Cosmeticorexia’ and the ‘Sephora Kids’ Trend
The AGCM believes these actions may contribute to a growing trend dubbed “cosmeticorexia” – an unhealthy obsession with skincare, particularly among young people. This investigation comes amidst the viral “Sephora kids” social media phenomenon, where children showcase their skincare routines and hauls on platforms like Instagram and TikTok. Videos tagged with “Sephora kids haul” and “Sephora kids GRWM [Get Ready With Me]” are accumulating hundreds of views, demonstrating the trend’s popularity.
Sephora boasts a massive social media presence, with nearly 23 million followers on Instagram and over two million on TikTok, making it a prime platform for this trend. The investigation focuses on “possible unfair commercial practices” linked to the premature use of adult cosmetics, including encouraging the compulsive purchase of face masks, serums, and anti-aging creams.
Concerns Over Health Risks and Misleading Marketing
Both the AGCM and the British Association of Dermatologists have issued warnings about the potential harm skincare products can inflict on children. Experts highlight risks such as skin irritation, allergic reactions, and even permanent skin damage. The AGCM alleges that important warnings regarding product suitability for children may have been omitted or presented in a misleading manner on Sephora and Benefit products.
The investigation also suggests that the firms “may have failed to make clear” that the cosmetics were not intended for children, instead seemingly encouraging purchases through covert marketing tactics involving young micro-influencers – those with online followings in the thousands.
LVMH’s Response and Ongoing Investigation
LVMH has stated its commitment to “fully co-operate” with the authorities but declined to provide further comment due to the ongoing investigation. The company maintains its “strict compliance with applicable Italian regulations.” AGCM officials and Italy’s financial police conducted inspections of LVMH and Sephora’s Italian headquarters on Thursday as part of the investigation.
This case highlights the growing concerns surrounding the influence of social media and influencer marketing on young audiences, and the potential for exploitation in the beauty industry. It also underscores the importance of responsible marketing practices and clear product labeling to protect vulnerable consumers.
Further Reading: For more information on the potential dangers of skincare for children, see the British Association of Dermatologists’ guidance on skincare for children.
