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 celebrates women of all ages, shapes, and sizes—designing for real bodies, not just idealized ones. Our audience is women across the U.S. who want swimwear that feels as good as it looks, without compromising comfort or personal style.
Too often, brands rely on a narrow definition of beauty, leaving many women feeling unseen. Boto Rosa addresses this gap with a personalized digital experience—offering curated swimwear recommendations powered by AI, tailored to individual body types and color palettes. The goal is simple: help women feel confident, represented, and at ease in their own skin.
“There’s psychology behind a well-fitting swimsuit and how it affects us when we wear it.” — Lime Ricki
Research shows that many women struggle with body image, a challenge amplified by unrealistic media standards. Objectification theory explains how constant exposure to these ideals can lead women to self-monitor and judge their own bodies, often resulting in anxiety and reduced confidence—especially in revealing clothing like swimwear.
The Swimsuit–Sweater Paradigm highlights this impact: women wearing swimsuits performed worse on cognitive tasks than those in sweaters, suggesting that self-consciousness can drain mental focus.
For Boto Rosa EcoWear, this insight is key. By designing swimwear that prioritizes comfort, fit, and representation, the brand aims to reduce self-consciousness and empower women to fully enjoy their experiences—free from distraction or self-doubt.
Font:
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.
