The drastic increase the number of small capital beauty shop and the development of the effective functional cosmetics lead the release of the self-skin-care products and become more and more competitive between the skin-care shops. From January 1 st to February 10 th in 2010, we surveyed 400 women living in Daegucity and older than 40 years-ody to find out the direction of the business strategy of the beauty shop. The conscious motives of the skin-care were not related with the economic reason but the self-satisfaction. The first and foremost management of her appearance was the body management. The smokers, drinkers and the women who have more stress used more skin-care shop than the hoter women. The causes of the most frequently and regularly using beauty shop were the technology, confidence of the technology and friendly service. The women who were not regularly using the beauty shop have been self-managed using cosmetics and have used beauty shop one-time only when they were needed. As a result, the directions for the skin-care beauty shop that the main customers were the middle-age women were the development of various service program and diverse busyness strategy.