In recent years, because of the strength of retailers’ increasing channel power, the leading cosmeceutical store operators have developed middleman brand .Sales of mid-dleman brands have been growing rapidly in recent years. The motivation has been the growing acceptance of middleman brand by consumers and the varieties of product cat-egory. Consumer purchase intention factor, the brand is a high-profile target. Therefore, for the development of middleman brand in the industry who understand the middleman brand on consumer purchase intention to become a major issue. In-depth study of intermediaries when consumers buy middleman brand products, the difference in the product category of interference, which affects consumer purchase intention.
The results of this paper are as the followings, The higher the brand equity of mid-dleman brand, the higher the purchase intention of consumers. The higher the brand awareness of middleman brand, the higher the purchase intention of consumers. The higher the perceived quality of middleman brand, the higher the purchase intention of consumers. Product categories will have a significant effect on the purchase intention of consumers. Brand equity of middleman brand on purchase intention，the moderating effect does not exist.
