Italy antitrust closes P&G probe after Braun hair-removal claims revised

  • AGCM closed its investigation into Procter & Gamble’s Braun Skin i-Expert advertising.
  • P&G removed the claim that users could remain hair-free for two years.
  • The company extended its 100-day refund guarantee through the end of December.

Italy’s antitrust authority, AGCM (Italian competition regulator), closed its investigation into Procter & Gamble’s advertising for the Braun Skin i-Expert pulsed light epilator after the company agreed to address regulators’ concerns. The investigation, opened in February, examined claims that the device could leave users free of body hair for two years and found the advertising allegedly exaggerated and insufficiently supported. P&G committed to remove the two-year claim and extend its 100-day full purchase-price refund guarantee for another six months, through the end of December, if customers return the product.

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