This case study explored how Taj Mahal Hair & Beauty AB, a long-established Nordic beauty retailer founded in 1975, used Meta advertising to expand its e-commerce presence and improve customer acquisition. The business already had strong brand awareness and physical retail credibility but faced increasing market competition, pricing pressure, and rising advertising costs. The campaigns introduced highly segmented targeting strategies, personalized dynamic ads, and funnel-based optimization focused on conversion tracking and trust-building. Advertising creatives emphasized the brand’s authority, longevity, wide product selection, and expertise in hair extensions and beauty products. After nine months of cooperation, the campaigns achieved a ROAS of 14.27, a low cost per purchase of SEK 34.7

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