As the company withdrew its SK-II products and shut its 96 sales counters, customers expressed anger, as well as confusion about the overall safety of cosmetics. "Who should be responsible for our loss?" one consumer asked.

"My skin was sore for several days after I used their eye cream. I made a request for a refund days ago, but it was not answered. There is no way that the brand can just withdraw from the market and give customers no compensation," said a middle-aged female consumer in Beijing surnamed Hu.

Hu's anger was shared by thousands of SK-II customers across the country, especially after the brand suspended all refunds last Friday.

Over the weekend, there were reports that P&G's Chinese website was hacked and clashes broke out at some of its stores.

Law experts believe the incident reflects loopholes in the country's Law on the Protection of Consumer Rights.

"The current law states that the producer should be responsible for consumers once the products have been proved harmful to their physical health," Qiu Baochang, a senior lawyer in consumer rights with Beijing-based Huijia Lawfirm, told China Daily.

"But in case of more ambiguous cases, which have not caused obvious harm to customers, the law doesn't state clearly whether the producer should be responsible for a refund," said Qiu.

Qiu suggested that the law be modified swiftly for the maximum benefit of the consumers.

On the other hand, Qiu reminded consumers not to believe without scrutiny what has been promised in advertisements. "Many adverts just exaggerate the effect of the products. Customers should use common sense," said Qiu.

"I will never use an SK-II product again," said Hu, "and I will never be duped by those exaggerating advertisements."

According to public relations experts, the company's poor handling of the trouble could overshadow the test results themselves.

"It is an international norm that, when facing a brand crisis, the company should first face up to the facts positively," Cheng Shi'an, dean of the Advertising Department of Fudan University, was quoted as saying in Shanghai-based Orient Morning Post.

"But P&G is doing the opposite. The company, at the very beginning, rejected a fact already confirmed by the country's quality authority. But they could not provide further evidence during the following days to prove itself on the issue," according to Cheng. "Meanwhile, the company has set obstacles in the refunding process. It is obviously not a goodwill decision as the company has claimed."

An ongoing poll by Sina.com, one of the country's most popular websites, shows that 98.8 per cent of 143,774 respondents say they will never buy SK-II products again.

Many customers also blamed the country's quality inspection authorities for their dereliction of duty.

"I read that the brand hasn't been inspected for eight years since its entrance into the Chinese market in 1998. If that is true, it would be a great mistake made by the country's quality authorities," said Li Ying, a 31-year-old journalist who used to be a fan of SK-II products.

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