Regulator fears use of ‘covert marketing strategies’ by Sephora and Benefit might fuel compulsive habits
Italian regulators are investigating Sephora and Benefit Cosmetics over the apparent use of “covert marketing strategies” to sell beauty products to young girls that might be fuelling an unhealthy skincare obsession known as “cosmeticorexia”.
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.
“These practices are linked to the broader issue of ‘cosmeticorexia’ – an obsession with skincare among minors,” the authority said.
The cosmetics brands, which are both owned by the French luxury group LVMH, appeared to have adopted a “particularly insidious marketing strategy”, it said. This involved using “very young micro-influencers who encourage the compulsive purchase of cosmetics among young people, a particularly vulnerable group”.
