Barriers and Enablers to Removing Harmful Personal Care Products: A Cross-Cultural Qualitative Study

Although Personal Care Products (PCPs) are ubiquitous in our daily lives, their contamination by Endocrine Disrupting Chemicals (EDCs) remains largely unknown, despite growing evidence of their harmful effects on human behaviour, growth and development. This study aimed at reducing women's exposure by substituting their PCPs with EDC-free products and raising their awareness with a brochure. Using qualitative research in a cross-cultural perspective (UK and France; 46 interviewees), we examined thematically women's awareness and their PCP use and identified the barriers and enablers for change towards healthier products. The results show strong similarities between women's perceptions and habits in both countries. Knowledge about EDCs was low, and women's PCP use were driven by social expectations and self-care. Participants suggested nudges as enablers ("EDC-free" label, traffic light system). Results also suggest the use of boosts interventions, as participants mentioned a lack of knowledge, awareness and competences on EDCs and products choices. In France, interviews were also conducted 2 months after product substitution (24 interviewees) to identify behaviour changes. Mostly due to habits, women largely maintained their PCP use. However, they adopted microchanges that were easy to embrace. Positive spillover effects were also observed in areas like diet or cleaning products. These findings emphasize the potential value of implementing individual-level behavioural public policies in promoting PCP changes, improving societal well-being and reduced healthcare costs. Moreover, the long-term sustainability of these microchanges is uncertain and the limited shift in PCP use suggests that wider policy changes would also be needed to reduce women's exposure.