A Sensory‐Cognitive Method Combining Electroencephalography and Temporal Dominance of Emotions and Sensations for Cosmetics: Real‐Time Implicit/Explicit Emotion and Sensory Evaluation of Four Facial Masks

ABSTRACT The actual consumer usage experience of cosmetic products is a dynamic journey. This study assessed a new holistic sensory‐cognitive method for evaluating real‐time emotion and sensory features of facial mask usage. The integrated method combined electroencephalography (EEG) to measure positive or negative emotions, temporal dominance of emotions (TDE) for subjective dynamic emotions, and temporal dominance of sensations (TDS) for dynamic sensory perception. Eighty‐five participants were enrolled into EEG ( n = 40), TDE ( n = 30), and TDS ( n = 15) groups. In a within‐subjects design, each participant evaluated all four facial masks, with the presentation order randomized. EEG results effectively distinguished between the different masks based on elicited valence and relaxation level. TDE curves and biplots illustrated the sequence of dominant emotions over time for each mask, complementing EEG with specific emotional dynamics. TDS results revealed the evolving dominant sensory attributes, clarifying their association with the emotions captured by EEG and TDE. This method possesses the unique capability of capturing real‐time implicit/explicit emotions and sensations.