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The purpose of this research is to figure out various feature of appearance management motive by understanding connection among appearance management motive, pursuit image and make-up behavior from adult women. The age group is between 20-50 age and total 340 adult women were participated in the survey. We analyzed and utilize total 333 answers. We conducted factor analysis, frequency analysis, reliability analysis, cluster analysis by using SPSS 21.0 data analysis method. Make-up behavior is not effected by others’ consciousness of make-up behavior, make-up behavior based on information, similarity evasion type of make-up behavior and trend but effected by pursuit of distinction of make-up behavior, personal relation type of make-up behavior and individual psychological variable. The result is that there is significant difference according to type of appearance management motive. If the research for pursuit image, make-up behavior, make-up purchasing behavior and behavior after purchasing cosmetic according to type of appearance management motive, It would be helpful to understand the relationship between customer psychological variable and customer behavioral variable since make-up behavior is variable affecting cosmetic purchasing behavior and behavior after purchasing cosmetic.

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