Shampoo is one of important products to remove pollutants existing on hair and skin in our body, to maintain them sanitary, to make ourselves up. it has been classified such as perfume, 2in1, mild, treatm ent, and dandruff prevention according to consumer is trend varieties, out of the meaning just to cleanse They also have been changing about the kind of cosmetic Personal Care products that personal inclination leads. The transition for the needs by changing consumers propensity to consume is the natural result followed by the improvement of consumers income, education, and culture level. The domestic shampoo market is expected to grow, as it entered its maturity level in the 1990s as a turning point, to expand in quality rather than in quantity With the growth of highprice market from 1998, 20 is female consumers increase is leading global brand such as P&G and Unilever to grow up, meanwhile, domestic brands such as LG Household & Health Care, Pacific, and Aeakyung to get weakened in terms of competitiveness. This article is to suggest that the proper measurement among several to have strong brand competition is to strengthen the differentiation strategy of Brand Identity in terms of package design. The effective differentiation strategy of B.I means a systematic schematization in the business strategy level. B.I for local consumers and the realities of B.I application by domestic local brands that being traded in the domestic area is far beyond to the This article analyzes the existing state of B.I differentiations of products, which compete. This article analyzes the existing state of B.I differentiations of products, which competeaddition, this is to survey what has more competition and distinction base on B.I differentiation, and to propose the direction with the hope of elevating the competition level of local brands further.