Shaving brand to roll out application on Facebook

King of Shaves is set to be one of the first firms to launch a branded Facebook application.

The shaving brand is keen to tap into the explosion of popularity enjoyed by the site in the last few months. Research firm comScore's latest data reveals that Facebook increased its user base by 270% year on year in June.

The application is in the early stages of development and details have not been revealed. King of Shaves digital director Steve Bowbrick has said the company is exploring how best to transfer customer service to online.

Rolling out an application would circumvent Facebook's ad rates, which have reportedly rocketed in recent months.

Companies are increasingly looking into branded applications for Facebook after the social network earlier this year opened up its application programming interface (API), enabling users to create compatible applications. King of Shaves' initiative is an in-house project with no agency involvement.

The move is part of a larger investment in online from the shaving brand.

King of Shaves has just rolled out a series of blogs to improve the image of the brand and offer customer service online. The series of eight blogs includes a community blog, a design blog and a digital blog. King of Shaves founder Will King has also started a blog, producing news on the brand's parent company KMI.

Facebook has featured heavily in the news over the past week after a ratecard for advertising on the site was leaked by an insider.

The information specified that an average three-month advertising campaign costs $150,000 (£73,700). Facebook had previously claimed that it did not have a ratecard.

Meanwhile, in a blow for the nascent social network sector, Virgin Media and the COI withdrew advertising from all social networks after it emerged that branding messages had appeared on a Facebook group page for the British National Party.

Dozens of brands appeared on the web page, some of which pulled their advertising from the site after being alerted to the fact.

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