Sephora and Benefit Cosmetics are under fire for marketing tactics using ‘very young micro-influencers’

It’s no secret that children and adolescents have a lot more eyes on them these days thanks to everything from social media to cameras in everyone’s pockets. This experience (along with encouragement from brands such as Disney) has created space for young people to mimic adults, embracing cosmetics and anti-aging creams. Now, Italy’s consumer protection regulator says it is looking into the marketing strategies of some of the main contributors to this phenomenon: beauty companies. The country’s Competition Authority (AGCM) has launched two investigations into Sephora and Benefit Cosmetics for allegedly failing to clearly indicate that their products are not for children or adolescents. Instead, it raises concerns that both brands have “unfair commercial practices” that encourage children to compulsively buy everything from anti-aging creams to serums. Sephora and Benefit Cosmetics are both owned by LVMH, the French luxury conglomerate. “The investigations were opened over concern