"The Italian Competition Authority said it was looking into promotions for skincare products such as face masks, serums and anti-ageing creams that in some cases appeared to target girls under 10."
"The cosmetics brands, which are both owned by the French luxury group LVMH, appeared to have adopted a particularly insidious marketing strategy, it said."
"The trend is driven by skincare content produced by beauty influencers, many of whom are tweens and teens themselves."
"Dermatologists argue that children do not require beauty products and this early focus on appearance can create anxiety about how their skin looks."
The Italian Competition Authority is investigating Sephora and Benefit Cosmetics for using covert marketing strategies to promote skincare products to young girls, potentially fueling cosmeticorexia. Promotions for items like face masks and anti-aging creams appear to target children under 10. The brands reportedly employed young micro-influencers to encourage compulsive purchasing among vulnerable minors. Inspections were conducted at Sephora Italia and LVMH offices. The trend, termed 'Sephora kids,' reflects the growing popularity of high-end beauty products among preteens, driven by social media content from young influencers.
Read at www.theguardian.com
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