Discover how social media scraping, sensory evaluation and a beauty expert can help provide a fast, yet deep understanding of consumer products.

1. All About Sheet
Masks
Combining Social Media
Scraping with
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 sheet masks!

6. MASK #1

7. Social Media Scraping
Garnier Skin Active Moisture Bomb Glow-Boosting
Summary :
Consumers love this product because it’s perceived to “soften” the
skin, they noticed that the mask is “super saturated” and thick and
that after use their skin “glowed” but was slightly “sticky”.
• Most consumers liked the extra serum, mentioning that it was
“great to rub into other places of their body like their arms”
(Caity, Ulta.com) and “neck” (VenSan, Garnier.com).
• A few didn’t however, mentioning that they felt like they had to
either “wipe off extra product” (Rose0839, Garnier.com), or that
it was “going to drip off their face” (Mrsgarza2010, Garnier.com).
• While package calls out “luminous” complexion, more
consumers seem to use the word “glow” (50) than “luminous”
(9) on the Garnier.com website.
• Several consumers on Garnier.com noticed some residue on
their skin as well – most commenting on some type of stickiness
and it being somewhat of a negative aspect.

8. Beauty Expert Notes:
Garnier Skin Active Moisture Bomb Glow-Boosting
Didn’t like that this extended up into the
hairline – made my roots feel gross!
Ear loop designed to help keep mask on
ended up ripping while trying to apply.
Summary :
• I found that the mask itself
was really saturated, like a
wet paper towel, and left lots
of additional product in the
pouch.
• My skin seemed a bit dull
prior to application. But after,
I did see more of a glow to
my skin, and it seemed a bit
more even in appearance as
well.
• For me, extra remaining
product did seem to take
some time to absorb into the
skin, when touching face the
skin felt tacky and sticky.

9. Sensory Evaluation
Garnier Skin Active Moisture Bomb Glow-Boosting
Skin Before
Treatment
• Panelists noted
some dryness on
my nose, and low
gloss / nearly
matte
Skin Appearance
After Treatment
• Panelists noted a
moderate high
gloss and the
pinkness/
luminosity of my
skin being more
spread out rather
than concentrated
just in my cheeks
Skin Feel After
Treatment
• Panelists noted a
moderate waxy
film on the face,
with a low
moderate stick

10. MASK #2

11. Social Media Scraping
TONYMOLY Master Lab Intensive Hydrating Hyaluronic Acid
Summary :
Consumers raved about the construction and thinness of this mask.
They also appreciated the amount of product included with the
product. And conclude it’s effective at providing the feeling of
moisture and even/plump appearance after use.
• This mask also seemed to have a better fit to the face in
comparison to some of the other masks. Several consumers who
reviewed this mask on Ulta.com also mentioned how well this fit
their faces.
• Consumers also noticed the mask design as well. The thin
design didn’t lead to a “feeling of suffocation” (Libby, Ulta.com)
and helped it adhere to the face (Caroline, Ulta.com). And
consumers were also surprised to see how much product it held
considering its thinness (Shay, Ulta.com).
• The product is perceived to provide moisture, and a perceived
even tone. Consumers indicated “helped hydrate and gave me a
really even skin tone!” (Taylor, Ulta.com) “My skin looks like a
ripe plum after 20 minutes.” (Cole, Ulta.com)

12. Mask doesn’t sit in under-eye
area very well but look how
thin and transparent it is!
Before
After
look at that glow!
Beauty Expert Notes:
TONYMOLY Master Lab Intensive Hydrating Hyaluronic Acid
Summary :
• Compared to the other masks
I tried, this one was by far the
thinnest! It’s made of natural
cellulose, which, aids in even
distribution of product.
• One thing I noticed about my
own skin is that after
application it appeared to be
brighter in appearance and a
bit more even.

13. Sensory Evaluation
TONYMOLY Master Lab Intensive Hydrating Hyaluronic Acid
Skin Before
Treatment
• Panelists noted
low roughness
on subject’s
nose
• Slight uneven
skin texture
(pores)
Skin Appearance
After Treatment
• Panelists noted
an increase in
glossiness and a
decrease in skin
texture visibility
• Full face has an
increase in color
Skin Feel After
Treatment
• Panelists noted
a decrease in
skin roughness

14. MASK #3

15. Social Media Scraping
ULTA Instaglow Dry Sheet Mask
Summary :
This dry mask has two sets of loops that you place around your ears to help
the mask stay in place. Consumers appreciate the “no mess” approach to facial
masks, but the somewhat stiff mask doesn’t always cover the face well.
Several consumers reported “instant” improvement to skin condition.
• “They are far more comfortable to wear than traditional sheet masks,
there's no risk of dripping, or mask-slipping. My skin immediately looked
and felt softer, more hydrated and naturally glowing.“ (Mask Master,
Ulta.com)
• “I think it's a great value for a 3-time use...” (Lee lee, Ulta.com)
• “I'm constantly pulling and tugging to get the mask to cover all the areas of
my face” (PTSC, Ulta.com)

16. Beauty Expert Notes:
ULTA Instaglow Dry Sheet Mask
Summary :
• Unlike most sheet masks, which
are saturated with liquid
ingredients, this mask is bone
dry. The ingredients are activated
by massaging the mask once it is
in place.
• The ingredients are activated by
massaging the mask once it is in
place. I wasn’t exactly a fan of
this because there was no
indicator as to whether I was
massing it correctly and therefore
knowing whether mask was
working or not.
• I personally found the ear loops
to be uncomfortable, and did not
find that the mask sat up against
the surface of my skin as well as
the wet masks did
• My face was also really pink after
taking this mask off. I didn’t feel
like I was having a reaction, so I
am not certain to what attributed
to this.
Ingredients are in these
“scale patches” and are
activated once massaged
The ear loops help keep the
mask on, but squished my ears
and made it a bit painful

17. Sensory Evaluation
ULTA Instaglow Dry Sheet Mask
Skin Before
Treatment
• Panelists noted
low dryness
around the nose
and slight
presence of
waxy residue.
• Low gloss
Skin Appearance
After Treatment
• Panelists noted
an increase in
glossiness and a
decrease in skin
texture visibility
• Full face has a
moderate
increase in color
Skin Feel After
Treatment
• Panelists note
the skin has
moderate high
film (oily,
greasy, waxy).

18. 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.