Procter & Gamble has agreed to remove promises of two years of smooth or hair-free skin from Italian advertising for Braun’s Skin i-expert home hair-removal device. The replacement wording will promise “long-lasting” hair removal, without specifying two years. AGCM (source, opens in new tab)
AGCMDecision PS13022: Accolti impegni sui messaggi promozionali dell’epilatore Braun Skin-i ExpertOpen source (opens in new tab)
The device uses intense pulsed light, or IPL: flashes of light absorbed by pigment in the hair bulb and follicle. Studies of home IPL indicate that it can reduce the number of hairs. But fewer hairs is a different outcome from remaining hair-free for a set period, and the reviewed trials measured results over months rather than two years. Archives of Dermatological Research (source, opens in new tab)Archives of Dermatological ResearchHome-based devices in dermatology: a systematic review of safety and efficacyOpen source (opens in new tab)
Italy’s competition authority, AGCM, made P&G’s commitments binding and closed its investigation on 14 September 2026 without establishing an infringement. The decision did not assess whether the device delivers the advertised results, or find that it is ineffective or unsafe.
A 2022 systematic review, which brought together research on home dermatology devices, reported hair-count reductions of more than 50% in the four randomised trials of home IPL hair removal it examined. Reported outcomes included measurements at three and six months. These findings support substantial hair reduction over those periods; they do not establish a two-year result for Braun Skin i-expert.
The review identified long-term effectiveness and safety as uncertain because most studies followed outcomes for only months. It also called for more research on maintenance treatments—the further sessions that may be needed to sustain results. That leaves unanswered how much continuing treatment a lasting result might require.
The Italian advertising changes also remove claims of 94% hair reduction after two years, visible results from the first session and “always safe” hair removal. AGCM’s concerns included variation in effectiveness and duration, and whether risks and side effects had been adequately explained.
P&G has also committed to an Italian information page covering how IPL is used, skin-tone and hair-colour compatibility, warnings and circumstances in which it should not be used. It will run a consumer-education campaign and extend its 100-day refund offer through 31 December 2026. The company must report on implementation; AGCM may reopen the case if the commitments are not fulfilled. AGCM (source, opens in new tab)
AGCMItalian Competition Authority accepts commitments on adverts for the Braun Skin i-Expert hair removal deviceOpen source (opens in new tab)
- AGCM · Regulatory recordDecision PS13022: Accolti impegni sui messaggi promozionali dell’epilatore Braun Skin-i Expertagcm.it · opens in new tab
- Archives of Dermatological Research · Peer-reviewed studyHome-based devices in dermatology: a systematic review of safety and efficacylink.springer.com · opens in new tab
- AGCM · Regulatory recordItalian Competition Authority accepts commitments on adverts for the Braun Skin i-Expert hair removal deviceen.agcm.it · opens in new tab
