This mask is brilliant. I love the way it can be built up over the skin, left a bit longer and the smell is fine- it's not the best smelling 7th heaven mask, but it's not bad. Seeing as i change mask types weekly, i can't comment on long term effects but i can definitely say that after having the mask on my skin felt deeply cleansed and very smooth - which is what it promises. For the price i think you can't go wrong here, and the brand itself is fab - you can use it in the knowledge that it's not tested on animals and doesn't include any nasties. Highly recommend.