A woman has an inherent love of beauty, and the acquired skin care is a powerful magic weapon to enhance beauty. Therefore, the skin care industry is the beauty industry actually. In this point, it happens to have the same view of the clothing industry. In the previous researches, the majority associated the fashion with the makeup product, but never went deeply into the skin care one. On the contrary, this research centered on the skin care product of the cosmetic, tried to discuss how the dressing preference of the clothing consumption group influenced their purchasing preference towards skin care products, and further estimated whether or not the clothing consumption group had any purchasing preference towards skin care products by using their preferred dressing styles as the classifications of dressing preferences. This research conducted a convenient questionnaire survey among the on-campus college students at the age of 18~25 in Tainan and gained 413 valid samples. In addition, the one-way ANOVA was used to analyze whether there was a c10se relation between the demographic variable and the purchasing preference towards skin care products. The results of this research showed that the dressing preference of the clothing consumption groups with different preferred dressing styles varied with their age, occupations and month1y incomes, but not with dwel1ing places and educational backgrounds. The following four research issues on the purchasing preference towards skin care products: (1) where to buy skin care products, (2) what kind of packing was most popular, (3) what contents drew their attention first, and (4) what choices were available when buying skin care products, in f1uenced each other significantly.
