Six focus groups, with an average of six to eight participants each,were conducted during September to December 2009. Threegroups were graduate students and three groups were office workers. The selected graduate students were familiar with brands and their logic thinking and presentation skills were superior to the undergraduate students. One of the other three groups included specialists in color cosmetics, who provided professional expertise and physical experience. The other two groups were ordinary office workers in the service industry, who are frequently in contact with people and provided similar opinions to consumers. Each group included a mix of genders and ages and the participants were aged from 21 - 35 years (e.g., 50% for 21-25 years, 35% for 26-30 years, and 5% for over 36 years). The overall gender ratio was balanced (e.g., 43 and 57% for male and female respectively) among the 42 participants. The distributions of education level were 17% for under high school, 26% for university, and 57% for graduate. The occupations included service sector, medical sector, technology sector, color cosmetics sector, and educational sector. The group of color cosmetic specialists included two males and six females. The focus groups followed the guidelines from the research of Krueger and Casey (2000), including the range of participants between 4 -12, facilitation by an experienced moderator, and a common discussion protocol prepared by a research team.