In the past few years, make-up product is the fastest growing segment of the cosmetics market in Thailand because it is highly competitive for both high-end internationally well-known brands and medium to low-end local brands. The cosmetics market trend has expected been growing in the future, especially for the make-up product due mainly to Thailand's positive economic situation and expected positive GDP growth A 23-item survey questionnaire was developed for a survey on female consumer
with 413 subjects. The relationships between brand, country-of-origin, perceived quality, perceived value, and purchase intention were examined. This study aimed to investigate the consumers’ perceptions and purchasing intention in Thailand on the make-up products in four different brands and countries: Estee Lauder (America),
Shiseido (Japan), Lancome (France), and Oriental Princess (Thailand). Factor analysis, analysis of variance (ANOVA), and multiple regression analysis were statistically conducted. The results of the present study indicated that brand and country-of-origin were positively correlated with perceived quality and value. Perceived value was
positively related to purchase intention. Based upon the results, several suggestions can be made to increase consumer perception and purchase intention of make-up product. First, producers should pay attention on marketing strategy in order to offset the low country images of the products. Second, Thailand consumers did take products quality and perceived value into their account before making the decision of buying. Therefore, producers should improve brand and country image of the products in order to assure the level of perceived quality and value which, in turn, attributes the consumer‘s purchase intention.

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