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Subjective and Objective
By: Chris Dodge
Posted: August 8, 2013
page 2 of 4
The reason why it is important to know the objective and subjective properties of products is that it is likely going to be the subjective part that will lead to sales and be the one that needs to be tailored when thinking about different domestic and international markets.
Chances are almost everyone has wondered why a certain beauty brand does well and others don’t. It is because the brands that are successful know that, although it is important to make a good product in the objective category, it is the subjective that sells.
Striking the Right Balance
Every product has a varying combination of objective and subjective. It is important to know just how important each is to a product. For example, the most subjective products on the market today are perfumes and colognes, while the most objective are eyelash and hair growth serums.
Looking at the perfume, the objective property is to mask unwanted body odor—but it is the subjective properties that basically make the sale. There could be a perfume featuring a garbage scent that could fill the same objective properties as the top-selling perfumes, but, of course, no one wants to smell like garbage.
Eyelash and hair growth serums are on the other end. There is next to nothing a brand can put into an eyelash serum that will attract the consumer if it doesn’t make lashes grow. There are no fragrances or fingers running through lashes to appease the senses—the serum either grows them or it does not. That is a purely objective product.