This study is to examine the relation between self-consciousness and appearance management behavior; to grasp the appearance management behavior depending on self-consciousness which older women feel personally; to understand their needs more deeply; and to give support in planning and conducting marketing strategies effectively in the beauty and fashion market. The subjects of this study were aged women ranging 55 to 69 in age, living in Daegu and Geongsangbukdo. 500 questionnaires were distributed and 397 questionnaires out of 440 returned were used in the data analysis. The results through statistic analyses are following: 1. Among older women, the higher social self-consciousness group appeared to pursue six types of appearance management behavior(i.e., weight body-shape care, skin care, cosmetic behavior, hair care, cosmetic surgery, and clothing behavior) much more than the lower social self-consciousness group. 2. Compared with the lower private self-consciousness group, the higher private self-consciousness group appeared to care for not only weight body-shape care but also skin care, cosmetic care, and cosmetic surgery, clothing behavior with more interest in ordinary times. In terms of hair care, though, there was no significant difference between the higher private self-consciousness group and the lower private self-consciousness group. 3. There was no statistically significant difference between the higher social anxiety group and the lower social anxiety group in weight body-shape care, skin care, cosmetic behavior, hair care, cosmetic surgery, and clothing behavior.