Italian regulators investigate LVMH and its Sephora and Benefit brands for allegedly using young influencers to push skincare products to children.

MILAN: Italian competition authorities have opened an investigation into French luxury group LVMH and its subsidiaries Sephora and Benefit.

The AGCM competition authority is probing allegations of a marketing strategy targeting minors with skincare products.

The regulator suspects the companies omitted or presented crucial safety information in a misleading manner.

“This may have involved warnings and precautions for cosmetics not intended for, or tested on, minors,” the AGCM said in a statement.

Authorities allege the strategy used very young micro-influencers to encourage compulsive purchases among a vulnerable group.

The products in question are primarily face masks, serums, and anti-ageing creams.

While selling these to minors is not illegal, the AGCM raised health concerns about their frequent, combined use without proper awareness.

“The frequent and combined use of a wide range of cosmetics by minors, without proper awareness, may be harmful to their health,” the statement said.

AGCM officials raided Sephora and LVMH premises in Italy on Thursday.

The companies could face substantial fines if the allegations are proven.

 The Sun Malaysia