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Italy’s competition authority closed its investigation into Procter & Gamble’s advertising for the Braun Skin i-Expert pulsed light hair removal device after P&G agreed to change its marketing. The company will remove a claim that the device could leave users free of body hair for two years and extend its full-refund guarantee through December.
Italy’s competition authority has closed its investigation into Procter & Gamble’s advertising for the Braun Skin i-Expert pulsed light hair removal device after the company agreed to change its marketing. P&G committed to remove a claim that the device could leave users free of body hair for two years and to extend its full purchase-price refund guarantee through the end of December.
The Italian Competition Authority, known as AGCM, opened the probe in February. It examined whether some advertising claims about the device’s performance were exaggerated or inadequately substantiated, according to the report by Global Cosmetics News, citing Reuters. The available source material does not identify every claim examined or describe the evidence reviewed by the authority.
Under the commitments reported, P&G will remove the two-year hair-free claim from its marketing. It also agreed to extend its 100-day full purchase-price refund guarantee for another six months, through December 31. The report says the guarantee covers the full purchase price; it does not provide the conditions for claiming a refund or specify which customers and purchases qualify.
AGCM’s investigation is now closed following the company’s commitments. The report describes an agreement to change advertising, not a finding that the product fails to work or that P&G admitted wrongdoing. No fine or other penalty is reported in the source material.
Braun’s Performance Claims Change
The case puts a specific, long-duration performance promise at the center of regulatory scrutiny: that use of the device could leave consumers free of body hair for two years. Removing that statement changes what consumers may encounter when evaluating the product and shows how advertising claims can draw scrutiny when regulators question their evidence or wording.
For people considering a home hair removal device, the distinction between a marketing claim and a demonstrated outcome matters. The investigation’s closure does not establish what results individual users should expect. The reported commitments concern advertising and refunds; readers should consult current product information and guarantee terms for details that apply to their purchase.
February Probe and P&G Commitments
AGCM opened the investigation in February to examine advertising for Braun’s Skin i-Expert pulsed light epilator. The focus, as described in the source report, was whether certain performance claims were exaggerated or lacked adequate substantiation.
The reported resolution came through P&G’s commitments to remove the two-year claim and extend the refund guarantee. The source does not give the exact date the investigation closed, identify the advertisements in which the claim appeared, or detail how the commitments will be implemented across sales channels.
“The company has committed to remove the claim that the device could leave users free of body hair for two years.”
— Global Cosmetics News, citing Reuters
Evidence and Guarantee Terms
The source report does not say what evidence AGCM reviewed, which specific advertising materials were covered, or whether the authority reached a formal conclusion about the substantiation of the claims. It also does not report a finding of infringement, an admission by P&G, or a penalty.
Details of the extended guarantee remain limited. The report gives its duration and says it covers the full purchase price, but does not explain eligibility, exclusions, or how consumers can request a refund. The exact date of closure is also not specified.
Advertising Changes Through December
P&G’s reported commitments are to remove the two-year hair-free claim and keep the 100-day full-refund guarantee available for an additional six months, through the end of December. The source does not describe a further regulatory hearing or other scheduled milestone.
Consumers seeking to rely on the refund offer will need to check the current guarantee terms and confirm that their purchase qualifies. The available report does not say whether AGCM will publish additional findings or monitor compliance publicly.
Key Questions
AGCM examined advertising for the Braun Skin i-Expert pulsed light hair removal device, including whether some performance claims were exaggerated or inadequately substantiated.
What advertising claim will P&G remove?
P&G committed to remove the claim that the device could leave users free of body hair for two years.
How long will the refund guarantee last?
P&G agreed to extend its 100-day full purchase-price refund guarantee by six months, through the end of December. The report does not provide the full eligibility or claim conditions.
Did the authority find that the device does not work?
The source report does not say that AGCM found the device ineffective. It says the authority investigated advertising claims and closed the probe after P&G agreed to change its marketing.
Was P&G fined?
No fine is reported in the available source material. It describes P&G’s commitments and the closure of the investigation.
Source: rss
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