ROME — The Italian Competition Authority announced this week that it is investigating luxury cosmetics retailers Sephora and Benefit Cosmetics for marketing anti-aging products to children, a demographic the authority noted does not yet require anti-wrinkle treatments.

The regulator said LVMH, the parent company of both brands, appears to have adopted "particularly insidious" marketing strategies targeting consumers between the ages of 8 and 14. Officials expressed concern that children were being encouraged to purchase products designed to address skin conditions they will not develop for another two decades.

"We have identified marketing materials suggesting that pre-adolescents should begin preventative anti-aging routines," said a spokesperson for the authority, adding that the investigation will examine whether this constitutes an unfair commercial practice. The spokesperson declined to comment on what age would be considered appropriate to begin worrying about aging.

Representatives for LVMH said the company takes its responsibilities seriously and looks forward to cooperating with regulators. "Our products are designed to meet the needs of all consumers," said a company statement, which did not specify what skincare needs are typical of a nine-year-old.

Industry analysts noted that the children's skincare market has grown substantially in recent years, with several brands now offering multi-step routines for elementary school students. "The market is responding to consumer demand," said one analyst, who acknowledged that it remained unclear who had originally created that demand.

The investigation is expected to conclude within 18 months, by which time the authority noted that the targeted demographic will have aged considerably and may actually require some of the products in question.