The Management Journal of BINANIAGA Vol. 01, No. 02, 2016 Mohammad Wartaka: Analysis of The Consumers Preferences of Lipstick Product and Its Relationship With The Segmentation of The Lipstick Products Page : 7 Research: ANALYSIS OF THE CONSUMERS PREFERENCES OF LIPSTICK PRODUCT AND ITS RELATIONSHIP WITH THE SEGMENTATION OF THE LIPSTICK PRODUCTS By: Mohammad Wartaka Lecturer at STIE Binaniaga Bogor Abstract. The need for lipstick continues to increase along with the emergence of a new lipstick products both domestic and global brands to follow the needs of its consumers, the new product has a variety of functions other than just as a lip color, but also as a moisturizer / lip protection even as treatment. Adult lipstick is packed with advertisements and packaging are very interesting addition to the color choice of more and more. In determining the selection of lipstick products consumers often consider the combination of the main attributes and other factors that are trade-offs. This study aims to determine the attributes and combination of attributes among the most preferred by consumers for a segment of the age and the amount of income. Sources of data in this study were obtained from 138 respondents in the city of Bogor and its surroundings, conjoint analysis is used to determine the usefulness of each attribute and their relative weights as a tool to predict the preferences of a particular segment or as a whole. The results showed the order of importance weight according to the respondents is that the quality attributes (34.95%), the type of color (33.21%) and benefits (31.84%), while the combination of the most preferred products are: lipstick durable / waterproof, according to skin color, and functioning for moisturizing / protective lip. In the description also delivered conjoin analysis results for each age and income segments. Keywords: conjoint analysis, lipstick, part-worth utilities, post-hoc, trade-off, segmentation. INTRODUCTION A. Background Women have the similar tendency to look good and beautiful that is why either beauty products or cosmetics are an important things for them. Cosmetics are not included in the medicine group (Department of Health of the Republic of Indonesia in Tranggono, 1992)are made of some various mixed ingredients to be applied refers to scrubbing, glueing, spraying, inserting, pouring the products to the body or a part of the body in order to clean, maintain, make them look better or to change their appearance. Lipstick is a facial cosmetics products refers to women’s identity recently, without using a lipstick they feel that they are not having any self-confidence to appear in public. Lipsticks requirements have been increasing accordingly along with the new lipsticks products either local brands or international ones being introduced to the market to supply the demand of the customers, these new products are not only to colour the lips but also to moisture as well as to minimize the lips wringkle . Nowadays, there are so many lipsticks have been packed in an attractiive, colourful packaging and have been adverstised accordingly. In 2001 sales of cosmetics products has reached 1 trillion rupiah in Indonesia (Hutagalung, 2001 : pp.2) and has been increasing continuously ever since. The increasing sales has been followed by the huge competition of this industry. According to the data of Deperindag it has been identified 81 cosmetics companies either small ones or big ones and