P&G resolves probe into Braun ads
P&G Settles Italian Probe Over Hair Removal Claims
The high-stakes investigation into marketing claims for hair removal technology has come to a close, with Procter & Gamble agreeing to adjust its advertising surrounding the Braun Skin i-Expert device. The Italian Competition Authority (AGCM) has formally concluded its probe into the claims made about the product’s performance.
The inquiry, which began in February, focused on whether the promotional statements made for the pulsed light epilator were adequately substantiated by evidence. This regulatory scrutiny reflects a growing trend across the industry, where manufacturers are under increasing pressure to ensure that performance claims in the beauty and personal care sector are transparent and fully backed by data.
As part of the resolution, P&G has committed to withdrawing a specific promise regarding the device’s efficacy. The company agreed to remove the claim that the hair removal process could leave users free of body hair for two years.
Beyond the advertising changes, the settlement also involved an extension of consumer protections. P&G has agreed to extend its 100-day full purchase-price refund guarantee for a further six months, extending the period through to the end of December.
This decision underscores a vital message for brands operating in the personal care space: the need for absolute accuracy in communication. The case serves as a potent reminder that unsubstantiated performance claims can invite regulatory review, reinforcing the necessity for manufacturers to communicate results truthfully and with sufficient evidence.
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