Boto Rosa Ecowear is a USA-made swimwear brand that cares deeply about both the environment and the women who wear our products. We infuse vibrant Brazilian style and colors into our designs, bringing a unique, bold flair to the American market. Our commitment to sustainability ensures that each piece is crafted with eco-friendly materials, while our focus on inclusivity means we design swimwear that makes women of all shapes and sizes feel confident, comfortable, and beautiful.
Case Study
Boto Rosa EcoWear aims to celebrate women of all ages, shapes, and sizes. Our primary target audience is women in the United States who value comfort and fashion while embracing their unique body types.
Many women express frustration with brands that primarily showcase their products on supermodel body types, which fails to represent the diverse realities of women’s bodies. Recognizing this disconnect, Boto Rosa EcoWear is developing a website and app that offer personalized tips and curated product selections, enhanced by an AI feature that tailors recommendations to individual body types and personal color palettes.
Through our platform, we want to empower women to highlight their natural beauty and choose swimwear that complements their unique shapes, ensuring they feel confident and stylish.
"There's psychology behind a good fitting swimsuit and how it affects us when we wear it." - Lime Ricki Brand
After giving the subject a thought, and organizing my ideas, I took a look into secondary researches on the matter, to gain more insights on what are the main pain points of users. Research shows that many women have an unhealthy relationship with their bodies, often feeling discomfort or disgust when looking at themselves in the mirror. This negative self-perception is further aggravated by media and advertising that frequently portray unattainable beauty standards through supermodels. As objectification theory suggests, growing up in a society that objectifies bodies can lead to self-objectification, where individuals judge themselves based on appearance, causing feelings of shame and anxiety. This constant self-evaluation, particularly in revealing clothing like swimsuits, can significantly impact women's confidence and overall well-being.
An experiment, known as the "Swimsuit-Sweater Paradigm," revealed that self-objectification affects cognitive performance. Participants wearing swimsuits performed worse on math tests compared to those in sweaters, indicating that focusing on their appearance diminished their mental capacity. The experiment suggests that for many women, wearing a swimsuit can lead to heightened self-consciousness, preventing them from fully enjoying experiences and diverting mental energy away from other tasks.
This finding is essential for Boto Rosa EcoWear, as it underscores the importance of creating swimwear that helps women feel confident and comfortable, allowing them to embrace their bodies without succumbing to the pressures of objectification or unrealistic beauty standards. By addressing these concerns, Boto Rosa can design products that empower women to enjoy the world around them without being hindered by self-doubt.
''Women are so preoccupied with how their bodies look that they use up their mental resources that they could spend on other things,'' - Psychology professor Tomi-Ann Roberts
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In order to fully empathize with the user, a persona was created:
PERSONA:
Struggles:
Body image and Lack of self-care time
• Advertisements featuring unrealistic body types create discomfort.
• Difficulty finding swimwear that boosts confidence and comfort.
• Insecurities lead to avoiding swimwear and staying dressed at the beach.
• Guilt for not fully enjoying family moments due to body insecurities.
• Struggles to prioritize self-care amidst family and work responsibilities.
• Encouragement from friends to take better care of oneself.
• Advertisements featuring unrealistic body types create discomfort.
• Difficulty finding swimwear that boosts confidence and comfort.
• Insecurities lead to avoiding swimwear and staying dressed at the beach.
• Guilt for not fully enjoying family moments due to body insecurities.
• Struggles to prioritize self-care amidst family and work responsibilities.
• Encouragement from friends to take better care of oneself.
Goals:
• Feel confident and enjoy the beach like others.
• Learn what pieces of swimwear are flattering to her body type.
• Increased enjoyment during family beach outings.
• Practice self-Love.
• Feel confident and enjoy the beach like others.
• Learn what pieces of swimwear are flattering to her body type.
• Increased enjoyment during family beach outings.
• Practice self-Love.
