Fenty Beauty Introduces ‘Rose Amber’, an AI Beauty Advisor on WhatsApp
Rihanna’s Fenty Beauty is revolutionizing the cosmetics shopping experience with the introduction of ‘Rose Amber’, an AI-powered beauty advisor on WhatsApp. This innovative tool signifies the brand’s inaugural formal collaboration with the popular messaging platform in the United States.
Christened after Rihanna’s preferred Gloss Bomb Universal Lip Luminizer shade, ‘Rose Amber’ offers users the opportunity to interact directly with the brand. It provides personalized product recommendations, tutorials, and customer reviews in a friendly, conversational format that mirrors texting a friend.
The AI advisor covers the entire Fenty portfolio, including Fenty Beauty, Fenty Skin, and Fenty Hair.
“We’ve always wanted to partner with Meta more deeply,” said Nanette Wong, global vice president of marketing and communications at Fenty. “WhatsApp is so widely used all over the world, and our community and accessibility are important to us.”
The experience integrates creator videos and real customer reviews with AI-powered guidance. There are plans to eventually incorporate in-app purchases and expand globally. With over 100 million WhatsApp users in the US alone, Fenty Beauty is positioning itself as one of the pioneering prestige beauty brands to leverage the platform as a direct storytelling and commerce channel.
Source: Glossy.co