With the growth of economy and the development of society,the market competition is becoming fiercely,and the cosmetics industry is irresistibly too.And the competition mostly focuses on prices.This paper mainly investigates how the consumerslatent purchase and the demand change when the price changes.And the objective is to determine the driving factors of demand response sensitivity and the relationships between those driving factors and demand response sensitivity.Discuss which motivation will influence the relationship between the driving factors and the demand response sensitivity and how price rise or fall influences the demand response sensitivity.The authors surveyed 333 cosmetics consumers from Macao,Changchun,Suzhou and other areas,including student,enterprise staff,civil servant,worker,teacher,etc.The data analysis was done by statistical software of Amos24.0 and SPSS21.0.The research findings are as follows: First there was a positive correlation between perceived quality,wallet share and the demand response sensitivity.Second income enhances the relationship between perceived quality and demand response sensitivity.Third the education level and age interact with brand awareness and alternatives attractiveness then influence the demand response sensitivity.Fourth price rise or fall will make different effects on demand response sensitivity,consumers pay more attention to the share of wallet when the price fall,but when the price rise they pay more attention to the perceived quality and brand awareness.