A user's perception of a product's identity, not just its functionality, significantly impacts retention. A beauty brand, MISSHA, learned this when consumers loved their lipstick's performance but felt embarrassed by its branding, leading them to transfer the product into luxury cases. This revealed a critical gap: product planners focused solely on functional aspects, neglecting how a product makes users look and feel in front of others. Core feature satisfaction was high, yet repurchase and referral rates plummeted because the brand signaled an undesirable identity. Competitors like LANEIGE offered similar functionality at a comparable price but possessed a brand identity that consumers found acceptable. This disconnect between a product's utility and its perceived identity can be a silent killer of retention. Standard usability tests and quantitative metrics fail to capture these nuanced identity-based issues. Leadership's decision to prioritize raw, unquantifiable user feedback, like the lipstick user's sentiment, was crucial for MISSHA's repositioning. By addressing the identity axis alongside the utility axis, products can achieve true market fit. Therefore, incorporating user identity and how they want to be perceived by others is essential for product success. Ignoring this "identity axis" can lead to products being hidden and ultimately forgotten, regardless of their functional excellence.