Customer Persona: Contact Dermatitis

Persona: Sandhya, 34, Office Worker

Sandhya has a background of being an occupied professional who spends most of her hours working in the office. She is part of a fashion-driven group that always adorns super trendy outfits with synthetic materials that are shape-fitting.

Lately, Sandhya has noticed some red, itchy patches on her skin, which were occurring quite often in those areas where her clothes were a bit tight. It started becoming very acute around her waistline, inner thighs, and underarms - places where the synthetic fabric gets close to the skin. The itching was persistent and redness became very prominent causing distractions, and she felt extremely uncomfortable and self-conscious at work.

After visiting a dermatologist, she learned the fact that she had developed an inflammatory skin condition called contact dermatitis, triggered by certain chemicals present in her clothing. She was advised to wear organic clothes or organic blends, especially her underclothes.

Eventually, she did a bit of research on the type of fabrics she wore regularly and came to know that her dress materials had an ideal quantity of formaldehyde resins and para-phenylenediamine. It struck her sense that due to her mindless clothing consumption; she was granting herself these potential health risks.