S1 · Six-Layer Density PCA Terrain & PDP Projections (Atlas Template)

01.

PCA Terrain Map

Narrative Density PCA Terrain

六层密度 PCA 地形图 · 134个社媒端（小红书博主评测）产品与2个品牌PDP投影对照图

Source: Xiaohongshu Blogger Review Corpus

Kérastase and Spes PDP projections fall on the substantial top-right corner of the social listening landscape—evidencing a structural decoupling of brand claims from the blogger narrative. 卡诗和Spes的品牌PDP投影均落在了社媒端叙事地形的最右上偏角——体现了品牌在叙事结构上与主流社媒表达的结构性脱节。

Fig. S1PCA Biplot

Narrative Landscape & PDP ProjectionsPC1 (56.0%) × PC2 (15.5%)

Horizontal Axis (PC1): Narrative Density (Shallow ↔ Deep) · Vertical Axis (PC2): Formula Anchor (A) vs Somatic/Scene (B+C)

← Shallow / 叙事稀薄 PC1 (56.0%): Total Narrative Density Deep / 叙事丰厚 →

↓ B+C Somatic/Scene Driven PC2 (15.5%): A-Anchor vs B+C Somatic/Scene A-Formula Anchor Driven ↑

PC1 Loadings (Narrative Density)PC1 载荷

F · Logical Bridge F 逻辑桥+0.51

B · Sensory B 感官+0.45

E · Emotion E 情感+0.44

D · Persona D 人格+0.44

C · Scene C 场景+0.32

A · Formula Anchor A 锚定+0.22

PC2 Loadings (Formula vs Somatic)PC2 载荷

A · Formula Anchor A 锚定+0.93

F · Logical Bridge F 逻辑桥+0.06

D · Persona D 人格-0.06

E · Emotion E 情感-0.01

C · Scene C 场景-0.24

B · Sensory B 感官-0.28

Legend 图例

Deep Products 高密度叙事产品

Mid Products 中密度叙事产品

Shallow Products 低密度叙事产品

★Brand PDP Projections 品牌官方 PDP 投影

Key PDP Projections Finding

PDP 投影发现

Both brand PDPs fall on the substantial top-right corner of the social distribution: PC1 is relatively high (all narrative layers are heavily filled) + PC2 is relatively high (strongly biased toward A-layer formula data).

· Kérastase PDP: PC1 = 2.39, PC2 = 1.15

· Spes PDP: PC1 = 2.38, PC2 = 2.52 (substantial bias)

· Social Mean: PC1 = 0, PC2 = 0

This clearly confirms a "Structural Narrative Decoupling": brands load PDPs with ingredient lists, patent percentages, and clinical data (PC2 high), whereas deep blogger reviews (PC2 negative) are driven by B+C (Somatic+Scene) layers. Spes is particularly substantial, resulting in a large gap between its PDP formula claims and actual wash feel discussions on social platforms.