This study is to examine the relation between body-consciousness and appearance management behavior; to grasp the appearance management behavior depending on body-consciousness which older women(ranging 55 to 69 in age) feel personally; to understand their needs more deeply; and to give support in planning and conducting marketing strategies effectively in the beauty market. The results through the examination of statistics management of the findings are following: 1. The higher social body-consciousness group pursued more weight․body-shape care, skin care, cosmetic behavior, hair care, cosmetic surgery, and clothing behavior than the lower social body-consciousness group. 2. Older women with higher private body-consciousness appeared to perform more weight․body-shape care, skin care, cosmetic behavior, hair care, cosmetic surgery, and clothing behavior than older women with lower private one.