There are two kinds of users/creators/customers.

Some can’t understand why a product or service doesn’t catch on. They can prove that it’s better. They can quote specs and performance and utility. It’s obvious.

The other might be willing to look at the specs, but he really doesn’t understand them enough to care. All he knows is that the other choice is beautiful–it makes him feel good. He wants to use it.

Volvo vs. Lexus, Dell vs. Apple, All Stars vs. Nike Air… My friend talks about content vs. creating hype.

It has never been that true when it comes to lifestyle products: most of the items we buy are highly complicated to understand. In male cosmectics, most of the time, I don’t even know what I’m buying, except when you ask a seller.

In the meantime, even when you’re not expert in cosmetics, you “know” when you buy something good. It’s a difficult mix between perception and rational facts.

You can have both specs and beauty, of course, but only if you work at it.

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