Social networks present new opportunities for SMEs to grow. But some worry that privacy requirements are stifling that growth.
Victor Dik and Felix Ermer were a German duo hanging out in Brooklyn, New York in the summer of 2012 when they stumbled upon a gap in the beauty product market.
They wanted to look and feel good, without feeling bad about it. But they found that there weren’t any natural, plant-based and cruelty-free male grooming products on the market. They decided to make some.
At a time when big companies were going in big on investing in male grooming products, they decided to stand out by founding the Brooklyn Soap Company as a fair trade alternative. They offer organic vegan male beauty products with a particular focus on beard grooming. They had to find a way to reach their target audience – young millennial men who may not yet know they even want such a product. So they turned to Facebook and its targeting advertising. (...)