As the spread of smartphones increases, the impact of SNS on modern society is enormous. Current SNS content is first generation blog. The trend is changing from 2nd generation Facebook to 3rd generation image and video based Instagram, Pinterest and Youtube. As a result of these changes, the beauty image of cosmetics brands, which had previously been confined to magazines, is now accessible through Internet search. As it became possible to communicate directly with customers through SNS, marketing activities of cosmetics brands using SNS became more important.. In this study, we selected the top 5 brands with a large number of followers. The beauty advertisements of each brand and popular posts on the Instagram brand page were compared and analyzed using L * a * b * color difference system. The purpose of this study was to identify the difference between the colors sought by the brand and the colors preferred by the customers. he color difference values of the beauty advertisement and the popular post presented by the brand were similar in Lancome and the difference was found in L'Oreal Paris. As a result, it was confirmed that the colors pursued by the brand and the colors preferred by the customers using the brand page may appear differently. In the future, we hope to continue to monitor customers' favorite colors and images through SNS brand pages, and to help with product planning and brand page operation.