March 27 (Reuters) - The Italian competition authority

AGCM has launched two investigations into LVMH-owned Sephora and

Benefit Cosmetics over possible unfair commercial practices

linked to the marketing of products for adults to children and

adolescents, it said on Friday.

AGCM said it was concerned the brands were using very young

micro-influencers on social media to encourage premature use of

adult cosmetics and compulsive purchasing of face masks, serums

and anti-ageing creams, habits linked with "cosmeticorexia" - an

obsession with skincare among minors.

LVMH, Sephora, and Benefit Cosmetics did not

immediately reply to a request for comment.

"The investigations were opened over concerns that important

information - such as warnings and precautions for cosmetics not

intended for, or tested on, minors - may have been omitted or

presented in a misleading manner," AGCM said in a statement.

Frequent use of a wide range of cosmetics by minors without

proper awareness may be harmful to their health, the regulator

said.

AGCM officials and the Italian financial police carried out

inspections at the premises of Sephora Italia, LVMH Profumi e

Cosmetici Italia and LVMH Italia on Thursday, the authority

said.