The interest and importance of appearance can be expanded by changes in social awareness about appe-arance, the extension of life expectancy, and the development of science, technology and technology and medicine. Especially, down-aging syndrome through a variety of mediums, amplifies consumer`s interest in youth-pusing. This study discusses the relationship of youth-pursuing, appearance concern and appearance management behavior focused on the middle-aged. Data were collected from 300 females aged 40-65 in the areas of Seoul, Daejeon and Chungbuk areas. The data were analtzed by dascriptive statistics, factor analy-sis, regression analysis, using the SPSS-WIN 20.0 program Youth pursuing formed social, psychological, and appearance factors. Each of these three dimensions influenced the appearance concern: consequently, appearance had the highest influence. Only apperance influenced appearance management behavior in the regression analysis of youth-pursuing and appearance management behavior. Appearance concern affected significantly appearance in the management behavior of the dimension regression analysis results for the appearance concern and appearance management behavior.