Italy Probes Procter & Gamble Over “Hair-Free for Two Years” Advertising Claims

Key Takeaways

• Investigation Launched: The Italian Competition Authority has opened a formal probe into Procter & Gamble S.r.l. over advertising claims related to the Braun Skin i-Expert IPL hair removal device.
• “Hair-Free for Two Years” Claim Scrutinized: The Authority is examining whether claims about being “hair-free for two years” or similar statements may overstate the product’s effectiveness.
• Evidence Under Question: Regulators are concerned that the longevity and performance claims may not be supported by sufficient substantiation.
• Potential Unfair Commercial Practice: The investigation will assess whether the marketing campaign amounts to an unfair commercial practice under consumer protection rules.

Deep Dive

Italy’s competition watchdog has turned its attention to the beauty aisle. The Italian Competition Authority has launched an investigation into Procter & Gamble amid concerns that advertising for the Braun Skin i-Expert IPL hair removal device may have gone too far in promising long-lasting results.

At the center of the probe is the claim, featured prominently across the campaign, that users could be “hair-free for two years,” or language to similar effect. Those claims appeared across a wide range of channels, including television spots, social media promotions, a dedicated website, in-store materials and outdoor billboards.

According to the Authority, the way the product’s effectiveness and durability were presented may have the potential to mislead consumers.

The regulator’s preliminary concern is twofold. First, that the advertising may overstate the device’s actual effectiveness. Second, that the bold claims about the duration of results may not be backed by sufficient evidence. On that basis, the Authority is examining whether the campaign could amount to an unfair commercial practice under consumer protection rules.

The investigation does not prejudge the outcome. It will now assess whether the marketing representations were substantiated and whether, taken in context, they were capable of influencing consumers in a misleading way.

For companies operating in competitive consumer markets, particularly in health and beauty, the case shows that durability and performance claims are not just marketing flourishes. When a promise such as “hair-free for two years” becomes the headline message, regulators will expect the evidence to match the ambition.

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