With those in charge of some temples erroneously raising the "value" of the goddess, there evolved a distinction among Great Matsu, Second Matsu, and Third Matsu; divided between gold-faced, black-faced, and powder-faced.
信仰興盛不衰，分身、分香寺廟林立，在有的寺廟負責人的錯誤抬高「神」價下，媽祖有了大媽、二媽、三媽；金面、黑面、粉面之分。