Abstract
This study aims at providing basic data for the beauty industry to establish more reasonable marketing plans for women in identifying their Lifestyles, observing and analyzing their purchase behavior for beauty service. Women were classified into four types: fashion appearance oriented type, sociable personality oriented type, brand oriented type, fashion indifferent type. The result of the differences between their lifestyles and purchase behavior for beaty service is as followed. Purchasing behaviors, such as motives of purchase beauty service, beauty service information search, beauty service estimation standards were made a difference in lifestyle types.
