This presentation aims at showing the meaning of the information regarding the attitudes of customers in respect to the innovative HPP cosmetics products (High Pressure Processing). It is carried out within frames of the Means-and Chains (MEC) theory, which focuses just on links between consumers and for instance innovative cosmetics HPP. Particularly, MEC theory attempts to reveal motives hidden behind consumers' choices via the laddering approach. The author also indicates the role of the analysis of ‘tailored needs’ visualized in the Nain’s Pyramide. Better understanding of which characteristics of innovative cosmetics HPP is significant for recognizing basic motivators for consumers seeks. All these can create feedback messages for producers to reach the milestone market success.