Conditional value is the perceived utility derived from an alternative as the result of a specific situation or set of circumstances facing the decision-maker (Sheth et al., 1991). Conditional values are concerned with the perceived utility acquired by an alternative as the result of the specific situation or set of circumstances facing the choice maker.Conditional values can promote or restrain a decision (Hung and Hsieh, 2010). Many conditional values can influence the perceived value of the customer. Lacking in the study of conditionalvalue in the context of Halal cosmetics, product accessibility and advertisement effects will be examinedin this study.