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This study attempts to examine opinions about free hair according to the enactment of the students' rights ordinance and hair style preference in high school girls and boys and investigate their behavioral characteristics of beauty products purchase in depth. Then the purpose of this study is to analyze correlation among interest in beauty, an attitude to beauty, and hair style preference and effects of each variable in high school students residing in Gwangju where free hair has become effective, and examine coping methods for a new demand group. Using convenience sampling, a questionnaire survey was conducted with students attending high schools in Gwangju where free hair became effective according to the enactment of the students' rights ordinance from March 22 to April 5, 2012. Difference in students' general interest in beauty and attitude to beauty was analyzed according to general characteristics. Interest in beauty was the highest, followed by beauty recognition and the use of beauty. The results of comparing difference in interest in beauty suggested that there was statistically significant difference in sex, monthly allowance, talk-partner for concerns, free hair, and a level of hair style regulations in a girls' school(p<.005). In girls, large amount of allowance, talking with friends, agreement to free hair, and a regulation of binding hair if hair touches the shoulder were related to high interest in beauty. The results of comparing difference in the use of beauty suggested that there was statistically significant difference in sex and monthly allowance(p<.005). In girls, large amount of allowance was related to high use of beauty. The results of comparing difference in beauty recognition suggested that there was statistically significant difference in a level of hair style regulations in a girls' school. The highest recognition was found in a level of cleanness and neatness irrespective of length, followed by no permanent wave and no dyeing (p<.005). The results of difference in hair design preference according to sex showed that there was statistically significant difference in a chance to change hair style between girls and boys (p<.005). While boys responded untidy(43.2%), seasonal change(feelings), advice, and trend, girls responded seasonal change(feelings)(32.3%), untidy, and star performers. There was statistically significant difference in consideration for choosing a beauty parlor(p<.005). While boys considered a close distance(52.8%), girls considered a moderate price, a close distance, and a good service. There was statistically significant difference in hair style determinants (p<.005). The most important determinant was a face shape in both boys and girls, followed by season, others, and trends(boys) or others and trends(girls). There was statistically significant difference in preferred hair length(p<.005). While boys preferred short cut and short hair(67.6%), girls preferred long hair below the shoulder(breast>below breast>shoulder)(84.1%). There was statistically significant difference in preferred cut shape(p<.005). While boys preferred increase layer and uniform layer, girls preferred increase layer and solid layer. There was no statistically significant difference in preferred cut style(p<.005). The most preferred cut style was shaggy cut in both boys and girls, followed by stroke cut(boys) or disconnection cut(girls). There was no statistically significant difference in preferred dyeing style(p<.005). The most preferred dyeing style was light brown in both boys and girls, followed by black(boys) or brown(girls). There was statistically significant difference in preferred permanent style. While boys preferred a volume permanent(29.7%), girls preferred a natural permanent(28.5%) and a digital permanent (25.8%) (p<.005). The most important element of hair design was cut style in both boys and girls, followed by hair color(boys) or permanent and hair color(girls)(p<.005). There was statistically significant difference in a preferred hair style image to change(p<.005). While boys wanted to change into active(20.6%) and natural(20.6%) hair style, girls wanted to change into natural hair style(61.8%). Generally, 54.3% of subjects selected natural style(p<.005).