In recent years, the number of Internet users has been increasing every year. Influenced by the demand for stay-homes in Corona, the current situation is that the Internet is becoming even more popular. In particular, the use of social networking services has increased, indicating that the spread of social networking services among the younger generation is remarkable. From the usage of social networking services, it can be seen that Instagram is the media that shows a large difference among the usage groups. In addition, Instagram is highly effective in appealing to visual information, and is said to be suitable for marketing cosmetics and clothing. (The cosmetics industry has been cited as an industry that has seen a drop in sales in the Corona disaster. Therefore, the cosmetics industry needs to change its marketing methods and aim for recovery in the market. Therefore, this study will focus on the cosmetics industry and discuss effective marketing methods on Instagram. First, we will analyze the characteristics of the cosmetics industry and Instagram users to find common points. Next, we will analyze their behavior on the Internet, focusing on the common point of “fashion-conscious people”. Finally, we will examine what kinds of posts on Instagram are most likely to appeal to customers.