Benefit

Benefit, a beauty brand owned by luxury goods giant LVMH, is currently under investigation by the Italian Competition Authority (AGCM). The investigation centers around allegations that Benefit, along with Sephora (also owned by LVMH), engaged in deceptive marketing practices targeting children and adolescents. Specifically, the AGCM suspects the brands of using young influencers to promote skincare products, including face masks, serums, and anti-aging creams, to minors, even those under 12. The authority believes this promotion may have encouraged compulsive purchases of products unsuitable for young skin, potentially leading to adverse health effects. The investigation highlights growing concerns about the ethical implications of marketing adult cosmetic products to children and the potential impact of influencer marketing on vulnerable demographics.