The rapidly changing social situation in the latter part of
the 20th century, such as revolutionary movement for
women’s equal rights, significantly affects the women
consumer behaviors as well as improves their social status.
The female consumers hold a different view about
applying cosmetics ever since, in other words, they consider
wearing cosmetics not only for enhancing selfconfidence
but also is a form to express social politeness.
According to the data provided by Industrial Technology
Research Institute, as much as US$ 0.1548 billion is
worth the global cosmetics market in 2001, and the sum
is expected to soar to US$0.1817 billion in 2008 (i.e.,
NT$ 6.3595 billion) [1]. As indicated in the World Market
for Cosmetics and Toiletries, a comprehensive analysis
of the cosmetics and toiletries market offered by Euro
monitor International in June 2007, covering 52 countries
of global 95% GDP, and the global market size is
expected to reach US$ 0.23 billion in 2009