The main purpose of this dissertation is to explore consumers’ attitudes toward cosmetics extension advertisement and the consumer buying behavior of luxury cosmetic.

Basically, i have conducted 4 semi-structured interviews and 2 focus group interviews with female consumers aged 18-30. During the individual interview, the aim was mainly to explore consumer’s buying behaviour of luxury cosmetics while the focus group interviews are intended to explore consumer’s attitudes toward selected cosmetics extension advertisements. The questions were mainly about how they perceive those advertisements and whether they have intention to purchase it after seeing those advertisements.