Appearance concern of elderly women has been rapidly increasing with the expansion in aesthetic desire for growing old gracefully and pursuing a healthy and qualitative life. In this regard, the cosmetic industry has great possibilities and it is necessary to develop actively elderly women-oriented silver marketing. The purpose of this study was to review well-being disposition and appearance concern of elderly women. Furthermore, this study investigated the influence of well-being disposition and appearance concern on cosmetic purchase intention and brand loyalty. The sample of this research consisted of 209 elderly women over 55, which was selected from Seoul and the metropolitan area. Frequency analysis, factor analysis, the analysis of confidence level and regression analysis were used for the data analysis using SPSS. The study results showed that the factor of well-being disposition for elderly woman can be classified into an environment-oriented factor, an life satisfication factor and a physical health factor. In addition, the factor of appearance concern can be classified into 3 factors: serious consideration of appearance, appearance care and skin care. Among these factors, the physical health factor of well-being disposition and the factor for serious consideration of appearance related to appearance concern had effects on cosmetic purchase intention, which fumed out to be a potent influence on brand loyalty.