Italian authorities are investigating Sephora and Benefit for marketing adult beauty products to children

the little girl looks in the mirror unhappily

Italian authorities have launched an investigation into Sephora and Benefit Cosmetics over the use of “marketing tricks” to sell adult cosmetics to children. The Italian Competition Council (AGCM) says that the marketing of beauty products to children can cause their growing desire to achieve “flawless” skin, called “cosmeticorexia,” which can put their health at risk. … Read more

Is elf Beauty (ELF) Transforming Entertainment Marketing into a Sustainable Brand Moat?

ELF 1 Year Price Chart

Elf Beauty recently launched “Vanity Vandals,” a true crime-inspired visual from its elf Cosmetics TCL Chinese Theater brand, supported by limited-time product packages and a social contest to deepen customer engagement. The campaign highlights how elf is using entertainment content to reinforce its cultural relevance and strengthen its connection with busy beauty fans. We will … Read more