Procter & Gamble (P&G) has removed advertising claims for its Braun Skin-i Expert IPL hair removal device following an investigation by Italy’s competition authority, Autorità Garante della Concorrenza e del Mercato (AGCM).
The investigation concerned advertisement and marketing claims around the device, which highlighted the product’s effectiveness through the claim “hair-free for two years” (or similar).
Following the investigation, first reported in February, AGCM sanctioned several commitments offered by P&G to address the concerns raised through the investigation.
This included the agreement to remove the claims under scrutiny from all forms of product advertising.
Plus, a commitment to “use wording that makes no specific reference to the time required to achieve the intended effects or to their duration, removing any promise to deliver results lasting two years”.
Additionally, P&G has committed to the extension of the “100-day money back guarantee” until 31 December 2026 (otherwise valid until 30 June 2026), allowing consumers to return the hair removal device within 100 days, without any restrictions, and receive a full refund of the purchase price.
Cosmetics Business has reached out to P&G for comment.
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