Examining Jelly Highlighters through a combination of Social Media Scraping & Sensory Evaluation

1. That Glow, Though!
Examining jelly highlighters
through a combination of
Social Media Scraping &
Sensory Evaluation

2. What is Social Media Scraping?!
Refers to the scanning of consumer
comments and posts for commonalities.
Understand consumer sentiment!

3. What is Sensory Evaluation?
The science of using human senses for the
purpose of evaluating consumer products.

4. Meet Our Beauty Expert & Researcher
Ashley Sobel
Consumer researcher Ashley Sobel is an all things
beauty expert.
She’s tried out these products, collected social
media data and met with our sensory experts to
capture the full product experience.

5. Let’s combine the techniques!
Product Understanding
Beauty
Expert
Sensory
Social
Media
Let’s use these combined
techniques to understand
a new trend – jelly
highlighters!

6. Highlighter
#1

7. Social Media Scraping
Makeup Revolution Jewel Collection Jelly Highlighter
Summary :
Consumers raved about how “pigmented” this product was and
how it had “buildable” coverage, and how it was quite “easy to
apply.”
• Most consumers noted how they could build the coverage of the
product. “You can choose whether to go natural with this look
or look like the sun.” (Lou, Ulta.com) “It could be a natural glow
to blinding depending on how much product you use.” (Sara,
Ulta.com)
• Most consumers also mentioned how easy the product was to
apply. The best method to ensure the product was blended was
if using their fingers or a dampened Beauty Blender.
• Some consumers, however, noted that the product caused their
foundation to become blotchy (Britbaby, Ulta.com), or taken off
altogether (bella, Ulta.com).
• Some consumers also noted that this would be an excellent
“dupe” (slang for duplicate) for another higher priced jelly
highlighter on the market.

8. Beauty Expert Notes:
Makeup Revolution Jewel Collection Jelly Highlighter
Summary :
• I was very surprised at the texture of
this product. I was expecting
something more wet and fluid, but
this barely moved inside the jar, and
also had more of a dense and slightly
greasy/oily feel to it.
• Product is very pigmented – a little
goes a long way. This will last a long
time!
• The slightly greasy feel helped the
product blend easily with my finger. It
had no impact on my other makeup
(foundation/blush) when applying.
• It did not leave my skin feeling dry
after time had passed, but did still
have a slightly greasy feel. Would be
worried about this smudging.
• Product was somewhat difficult to
remove. Took more than just warm
water – needed soap and a bit more
force with the scrubbing.
Incredibly metallic
appearance – check out
the swirls of pigment!
Product didn’t feel sticky or
tacky, but acted like it had
those properties –
surprising!
Very luminous glow
achieved with very little
product and effort!

9. Sensory Evaluation
Makeup Revolution Jewel Collection Jelly Highlighter
Texture
(Tactile)
• Marshmallow
fluff
• Creamy
• High sticky
Appearance
• Glossy
• Opaque
Application
• Easy to spread
• Slippery
• Cushiony feel
• Blendable
Wearability
• Some transfer
• More natural to
skin tone
• Tautness
• Silky
• Powdery

10. Highlighter
#2

11. Social Media Scraping
e.l.f Jelly Highlighter
Summary :
Consumer reviews varied on this product, with opinions varying on
ease of application and level of pigmentation.
• Like the Revolution product, some consumers also found this to
be a great dupe for the Farsali Jelly Beam highlighter. “Did a side
by side comparison and there was little difference to justify
paying the higher price.” (ClassyLibrarian, Ulta.com)
• Some consumers thought that this provided more of a subtle
glow. “If you’re looking for a subtle glow that’s easy to build,
this if your product!” (Ging694, elf.com) “Thankyou elf for the
subtle glow that I wanted.” (Zaraali, elf.com)
• However, others found that it was more intense. “I like to have a
subtle glow and with this, I can't get that.” (Lbeard, elf.com)
“Gives off a very bright and prominent glow.” (Annex, elf.com)
• Some consumers found that the product “dries really quickly”
(pip23, elf.com), but that it may not be a good thing. “…but I
find that it dries SO fast, it’s hard to blend it out before it’s just
locked into place.” (Thebubble88, elf.com)

12. Beauty Expert Notes:
e.l.f Jelly Highlighter
Summary :
• This is what I would consider being
more of a jelly-style highlighter. It
wiggles and jiggles in the jar!
• I liked that the product had a bit of
a cooling sensation when applied,
likely due to how “wet” the product
is.
• Product blends well with fingers at
first, but dries down VERY fast.
Need to work fast and with
precision when applying.
• Glow is more diffused and subtle,
great for everyday wear.
• I thought this was a great dupe for
the Farsali Jelly Beam product. Very
similar in texture!
Super pigmented and
metallic in appearance!
No “sticky” aspect with this
product. Much more watery
in texture.
Glow is much more subtle with
this product, and I wasn’t a fan
of how it seemed to accentuate
my lines and make my skin
appear taut.

13. Sensory Evaluation
e.l.f Jelly Highlighter
Texture
(Tactile)
• Fluid
• Low sticky
• Moderate
cohesiveness
Appearance
• High reflective
• Metallic
• opaque
Application
• Wet
• Low
spreadability
• Skips across
skin
• Uneven
• Dries quickly
Wearability
• Low transfer
• More natural
looking on skin

14. Highlighter
#3

15. Social Media Scraping
NYX Professional Makeup A Bit Jelly Gel Illuminator
Summary :
This product is still relatively new and hasn’t
received a lot of reviews thus far, but is touted as
being a “water-based gel” that leaves behind “a
lightweight wash of radiance”.
• Consumers found the product “applies nicely”
(Felicia, ulta.com). “Almost feels like water when
you apply it.” (KellyB, nyx.com)
• The product “stays on all day” (Nely, ulta.com)
• This seems to be “rather glittery” though (Ebj,
ulta.com), which is different from the other
products which were described as providing more
of a glow or being luminous. “I love the blue
sparkles in the cream color one.” (Nely, ulta.com)

16. Beauty Expert Notes:
NYX Professional Makeup A Bit Jelly Gel Illuminator
Summary :
• Product looks very wet, glossy, and is packed
with glitter.
• There was no stickiness to the product, and it
was very wet feeling. My finger left an
indentation in the surface of the product when
dabbing it into the product, but it did slowly re-
form back to a smooth surface.
• Has a similar cooling factor when applying to
skin like that of the e.l.f. product.
• I found it was somewhat difficult to see where
the product was landing on my skin because
there was no pigment in the product. It turned
out to be more like body glitter than
highlighter.
• There is definitely transfer with this product,
and I did notice that because it was more
watery and transparent that it seemed to cause
my crème blush I was wearing to
smudge/dissipate.PACKED with glitter, and
is thick and goopy like
slime/less dense version
of Jell-O.
Doesn’t really provide a
“glow” like the Revolution
product. When up close you
can really see the glitter.

17. Sensory Evaluation
NYX Professional Makeup A Bit Jelly Gel Illuminator
Texture
(Tactile)
• Wet
• Gel-like
• Less firm
• Low stick
Appearance
• Glossy
• Transparent
• Pearlescent
Application
• Easy to spread
• Glides across
skin
• Less occlusive
Wearability
• Little transfer
• Lightweight
• Butter cookie
scent

18. Highlighter
#4

19. Social Media Scraping
ALMAY Make them Jelly Hi-Lite
Summary :
This hypoallergenic and fragrance-free product touted a “unique
shape-shifting jelly texture” that left consumers with mixed
reviews.
• A number of consumers noted that this provided a “sparkly”,
“shimmery”, “glittery”, or “iridescent” highlight instead of a
glow that other highlighters tend to provide. Some consumers
loved this, and others found it to be better suited for
teenagers/pre-teen. A few consumers mentioned that this
product would be great for a “festival look”, which is a
makeup style typically seen at music and lifestyle festivals like
Coachella and Burning Man.
• Application reviews were mixed. Some noted it was easy
enough to apply with fingers, while others had difficulty.
“…you have to pick up a whole glob and end up wasting some
of it.” (Sarah, Ulta.com).
• And, while some consumers felt this worked perfectly with
their current makeup routine, others, like Abby from Ulta.com,
said it “smeared” her makeup.

20. Beauty Expert Notes:
ALMAY Make them Jelly Hi-Lite
Summary :
• Like the NYX product, it looks wet, glossy, and
packed with glitter.
• This as very dense and I could feel the
product “spring” inside the jar when tapped.
• I was surprised at how dry this product felt
even though it looked so wet and glossy. It’s
best described as a gelatinous mousse.
• Product adhered to my finger well, but it did
not transfer onto my skin well at all.
Application was patchy and did not blend
well at all. Additionally, the product dried
down so fast that it made blending even
more difficult.
• Similar to NYX’s product, this had little
pigment and was more similar to body
glitter.
• It also seemed to cause my crème blush to
become smudged and patchy. Product did
dry down well, but still had issue with
transfer.
Very sparkly, and similar
to a kid’s play slime.
Still no glow – more sparkle.
Application was very patchy.

21. Sensory Evaluation
ALMAY Make them Jelly Hi-Lite
Texture
(Tactile)
• Thick
• Gummy
• Sticky
Appearance
• Glossy
• Shimmery
• Transparent
• Reflective -
iridescent
Application
• Low wetness
• Draggy
• Sticky
• Not blendable
Wearability
• Some transfer
to hand
• Dries on face
with plastic feel

22. Ashley Sobel
Ashley joined Sensory Spectrum in 2012, first as a member of
one of our managed service contracts and relocating shortly
thereafter to Spectrum’s headquarters in New Jersey as a
member of the consumer research team. A Project Manager at
Sensory Spectrum, Ashley uses her keen eye for detail when
working to develop, manage, and execute concurrent
consumer research projects within a multitude of CPG
categories, and takes great pride in ensuring projects are
executed flawlessly. Additionally, she is responsible for
maintaining and developing the consumer research database.
Ashley earned her BA degree in English from Albion College.