What’s in this article:
- ModLi, a swimsuit company, got smart about what women want and so has seen a very positive response to its ad on Facebook
- The ad served on Facebook garnered 6.7K reactions, 683 shares, and 1.2K comments, a sample of which you can see here
- The large number of likes on many of these comments indicate that the swimsuit retailer does accurately reflect the feelings of many women
“What does a woman want?” That question perplexed the father of modern psychology, Sigmund Freud. It continues to puzzle marketers today, as we saw in What Women Want to See in Ads.
The truth is that the answer was set out well over 500 years ago in one of the legendary knight stories, The Wedding of Sir Gawain and Dame Ragnell: Spoiler alert: When the knight was given the choice of having his otherwise hideous-looking wife beautiful at night or during the day, he lets her make that decision and was rewarded with beauty 24/7.
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But that insight of 1450 has been lost over the generations as marketers seek to push on women what they want instead of empowering them to make the decision for themselves. But one swimsuit company got smart about it and so has seen a very positive response to its ad on Facebook:
We proudly want to introduce ModLi. A different kind of swimwear.
Sometimes – the usual bikini/one-piece is just perfect. Whether you are sun bathing, in a hot-tub with friends, going to the beach with your partner, etc.
And for “other” situations in life, ModLi is perfect. Playing with your kids on the beach, going to the pool with family, swimming, water sports, or just walking on the coastline.
Benefits:
– Sun Protection (UPF +50 reducing harmful rays by 98%)
– No wardrobe “malfunctions”
– Comfortable “it’s like the difference between wearing work clothes and sweatpants”
– Lab tested fabrics
– Designed by professional designers with customer requests in mind
The ad served on Facebook garnered 6.7K reactions, 683 shares, and 1.2K comments, a sample of which you can see below:
The large number of likes on many of these comments indicate that they do accurately reflect the feelings of many women. They like having the option to choose if they wish to cover up or not without being judged for those choices.
These swimsuits don’t seem to cover as much as what has been called the “burkini,” which was made to suit Islamic standards of modesty (see Ramadan-Ready Fashion). But, as the comments copied above show, women can be motivated by any number of reasons to be more covered on the beach, and so should never have to be forced to strip down to a standard skimpy suit, as has happened in France due to the Burkini Ban.
Vive la différence is the smart way to celebrate women and their freedom to make different choices.