Fenty Beauty is taking its community-first strategy into messaging. The brand launched “Rose Amber,” an AI-powered beauty advisor on WhatsApp—its first formal partnership with the platform in the U.S.—so customers can chat with Fenty for product recommendations, tutorials, and reviews in something closer to a text thread than a product page.
Inside the chat, users can ask about skin concerns, take quizzes, and browse across Fenty Beauty, Fenty Skin, and Fenty Hair. The assistant responds with product suggestions alongside creator videos and customer reviews, pulling what would عادة live on separate pages into a single conversational flow. The emphasis on community content is deliberate: social proof, but at the moment of asking.
The setup leans into a more one-to-one framing. As Fenty’s global VP of marketing and communications Nanette Wong put it, the goal is something more “relatable and conversational” than searching a site—or Reddit.
Meta, for its part, continues to make the case for messaging as infrastructure, not feature. The company says there are more than 1 billion active threads with businesses across its messaging platforms daily, and nearly 80% of people globally message a business at least once a week.
In some markets, that behavior already includes transactions. In Brazil, more than 20% of L’Oréal’s direct-to-consumer online sales come through WhatsApp, and the company has reported the platform converts abandoned carts at a rate six times higher than email. Elsewhere, use cases range from customer service to buying transit tickets and checking in for flights.
Fenty is treating “Rose Amber” as an ongoing test—iterating based on user feedback, with plans to expand globally, deepen its role in customer communications, and potentially enable in-app purchases. For now, it sits alongside everything else: another touchpoint in what Wong describes as a consumer journey that is “everywhere, all at once.”
Read more at Digiday.