A video on TikTok shows a girl, estimated to be between 10 and 15 years old, unpacking multiple packages of skincare items provided by various brands, labeling it as a public relations delivery. In a separate clip, a 16-year-old reveals a shipment from a prominent company, noting her awareness of a youthful audience before sharing a message from the brand expressing anticipation for her feedback. This reflects the expanding domain of youth-oriented skincare, where influencers starting at age 13 receive complimentary goods from companies and endorse them to their online communities. Dermatologists caution that most such products are unnecessary for children, and authorities express worries about the ambiguous legal status of these practices. Italy’s Competition Authority is examining beauty firms Benefit and Sephora for employing a notably deceptive approach by engaging young influencers to promote skincare to minors. The probe targets their parent corporation, luxury conglomerate LVMH, for potentially marketing anti-aging items to those under 10. The authority claims the firms might not have adequately indicated that the cosmetics were unsuitable for children, instead promoting sales via subtle tactics involving underage micro-influencers. LVMH stated that it, along with Sephora and Benefit, will cooperate fully with officials but offered no additional remarks, emphasizing adherence to Italian laws. A review by the Guardian uncovered many videos of adolescents expressing gratitude to brands for received items. It also found programs recruiting ambassadors as young as 13, providing free merchandise in return for online endorsements. These agreements operate in a legally unclear space. For instance, U.S. skincare company Evereden operates a program without a specified minimum age, stating it welcomes participants of all ages and life phases, granting selected individuals priority access to upcoming releases. Some associated influencers appeared to be around 12 years old, with those under 18 needing parental approval. The company describes offering aspiring young influencers monthly complimentary shipments and event invitations. Ambassadors gain free items and early product previews. Another TikTok video from Evereden invites users to participate in games, respond to quizzes, and accumulate points redeemable for store items. Evereden did not reply to requests for comment and failed to specify the entry age for its ambassador initiative. On its site, it confirms collaborations with those under 18, explaining that as a brand focused on children, it seeks to partner with its target users and their caregivers. It stresses the value of kids viewing peers engaging in suitable self-care, while committing to responsible interactions requiring guardian consent. Youth skincare firm Bubble seeks ambassadors aged 16 and above in its comparable program, which formerly allowed entry from age 13. A girl with several thousand followers, interviewed by the Guardian, reported joining before turning 16. She noted that Bubble updated its rules in September 2023, but she remained involved due to her prior enrollment, with the company informing her parents of the adjustments. Participants in Bubble’s program complete assignments like engaging with posts or creating product videos to earn points for discounts. A Bubble representative clarified that the company does not collaborate with or compensate minors for promotions. The program mandates a minimum age of 16, with parental approval for those under 18. They highlighted a focus on clinical safety, noting they are among few brands testing products on users aged eight and older for recommended youth items. They advocate for verified safety data if children use skincare and mentioned including a pediatric dermatologist on their advisory panel. The interviewed teen observed online instances of girls as young as 10 applying retinols, which she described as harmful for skin, particularly before age 25. Although she avoided such potent substances, one firm sent her retinols, prompting her to inform them she could not use it.
Add A Comment
