The awakening of female consumer’s consciousness during the recent years leads to alteration of consumer behavior, and influences the women’s usual conception for pursuing fashion and cosmetics application,
in fact, the makeup practice has already been regarded as a social politeness and necessary requirement for interpersonal activities. By employing the Means-End Chain theory, this study intends to explore the attribute, result, and value attached importance by female consumer towards cosmetic products, in order to realize consumer’s cosmetics application process.