The study has examined females’ attitude and behavior towards cosmetic beauty products. Based on the theory of super additive effects, social identity theory and triangulation theory of love, we have developed a new model that has six direct relationships and three mediating relationships. The questionnaire was adapted from the literature. It has 5 latent variables and 35 indicator variables based on the five point Likert scale. The data was collected from females of Karachi. The sample size for the study was 387 and the response rate was 95%. The results suggest that consumers positive experience with a brand promotes brand love, brand prestige and brand trust. The antecedents of brand love, brand prestige and brand trust also promote brand loyalty. In addition, brand love, brand prestige and brand trust have mediating effects on brand loyalty. This study was restricted to Karachi. Although Karachi is a metropolitan city, consumer attitude and behavior might be different in other cities of Pakistan.Keywords: Theory of super-additive effects, social identity theory, theory of love, brand love, brand prestige, brand trust, brand loyalty
