Italy probes LVMH over skincare marketing to minors

The Italian Competition Authority (AGCM) stated that the investigation was initiated due to concerns that essential information—such as warnings and precautions for cosmetics not meant for minors—may have been omitted or conveyed misleadingly.

Marketing strategies under scrutiny

Authorities suspect the companies used marketing strategies involving very young micro-influencers who promote frequent cosmetic use among minors, a group considered particularly vulnerable. Products highlighted include face masks, serums, and anti-ageing creams.

Companies pledge cooperation

In response, the companies said they would fully cooperate with the investigation and reaffirmed their compliance with Italian regulations. AGCM confirmed that premises linked to the companies in Italy were inspected as part of the probe, and the firms could face significant fines if violations are confirmed.

Health concerns highlighted by experts

Experts warned that frequent use of multiple cosmetic products by minors without proper awareness may pose health risks. Dermatology specialists emphasised that children’s skin generally does not need such treatments beyond basic cleansing.