Fenty Beauty is taking its community-first strategy into messaging. On Wednesday, the Fenty Beauty brand launched \u201cRose Amber,\u201d an AI-powered beauty advisor built for WhatsApp, marking its first formal partnership with the platform in the U.S<\/p>\n
The experience allows users to chat directly with the brand in Whatsapp to get product recommendations, tutorials and reviews in a conversational format. It is designed to feel like texting a friend<\/p>\n
\u201cWe\u2019ve always wanted to partner with Meta more deeply,\u201d said Nanette Wong, global vp of marketing and communications at Fenty. \u201cWhatsApp is so widely used all over the world, and our community and accessibility are important to us. So, we\u2019re always thinking of new ways to connect with them.\u201d<\/p>\n
The brand has spent the last few years experimenting across digital platforms, including activating on gaming platforms. But messaging introduces a different layer of interaction<\/p>\n
\u201cWhat I really loved about this one is this ability to have more of a one-on-one connection,\u201d Wong said. \u201cIt can feel more relatable and conversational, versus looking at a site or looking up Reddit. This is very tailored to what they\u2019re asking.\u201d<\/p>\n
Inside the chat, users can ask questions about skin concerns, take quizzes, or explore products across Fenty Beauty, Fenty Skin and Fenty Hair. The assistant responds with product suggestions alongside creator videos and customer reviews. That focus on highlighting the community content is intentional, Wong said<\/p>\n
For Meta, the partnership reflects a broader push to expand how entreprises<\/a> use messaging<\/p>\n \u201cWe\u2019re thrilled to partner with Fenty Beauty to bring \u2018Rose Amber\u2019 to life on WhatsApp,\u201d a WhatsApp spokesperson said. \u201cWe saw an opportunity to help them do what we do best: start engaging conversations with their loyal customer base.\u201d<\/p>\n \u201cIn many places across the world, WhatsApp is a way of life,\u201d the spokesperson added. \u201cEvery day, people have more than 1 billion active threads with businesses across Meta\u2019s messaging platforms, and nearly 80% of people globally message with a business at least once a week.\u201d<\/p>\n In some markets, those conversations extend far beyond customer service to include in-app transactions. In Delhi, users can buy a subway ticket to the airport and also check in for a flight on WhatsApp. In Brazil, more than 20% of L\u2019Or\u00e9al\u2019s direct-to-consumer online sales come through conversational commerce on the app, as the company uses chat-based interactions to guide purchases and answer questions in real time, according to\u00a0reporting<\/a>\u00a0by the New Yorker. The company has also found that WhatsApp is six times more effective than email at converting abandoned carts.<\/p>\n And across beauty, WhatsApp is accelerating as an engagement channel<\/p>\n L\u2019Or\u00e9al is expanding its generative AI-powered \u201cBeauty Genius\u201d tool to WhatsApp in early 2026, making it possible for users to message the assistant \u201cthe way you would with a friend,\u201d according to\u00a0reporting<\/a>\u00a0by Beauty Inc. The tool, which has already hosted more than 480,000 conversations in beta, offers personalised routines, ingredient education and product recommendations, and has driven higher conversion rates and average order value among users who engage with it. The goal, executives said, is to meet growing demand for conversational commerce while positioning the brand as a trusted source of beauty expertise.<\/p>\n WhatsApp is leaning into these existing behaviors. \u201cWhatsApp already offers solutions for millions of businesses of all sizes to reach and engage their customers,\u201d the company\u2019s spokesperson said. \u201cWhat sets this apart is that Fenty Beauty is among the first prestige beauty brands to use WhatsApp as a direct storytelling channel.\u201d<\/p>\n For Fenty, the launch is also about testing how far that channel can go. Wong described the experience as an ongoing initiative, with plans to refine it based on user feedback. And the longer-term ambition extends beyond the U.S., Wong said. She pointed to the potential to expand the offering globally, to integrate messaging more deeply into customer communications and to facilitate in-app purchases.<\/p>\n At the same time, she positioned WhatsApp as part of a broader marketing mix. \u201cWe used to think of a consumer as being on a single journey, like a linear journey \u2014\u00a0but we know today that consumers are just everywhere, all at once,\u201d she said. \u201cThis is really complementary to all the angles we\u2019re doing.\u201d<\/p>\n View More October 6, 2026<\/p>\n S4 Capital\u2019s digital agency now budget<\/a>s for tokens and talent from the same pot<\/p>\n October 6, 2026<\/p>\n The goal with Dhar Mann as AWNY\u2019s chief creator officer is to make it easier to make connections that are often held up by corporate red tape and too many layers between creator and CMO<\/p>\n October 5, 2026<\/p>\n Former Dentsu executive Brian Monahan exits Albertsons Media Collective as retail media shifts under CMO Emily Turner<\/p>\n \n En rapport:<\/strong> \n Rejoindre Justfine Infotech<\/strong> et d\u00e9velopper de v\u00e9ritables comp\u00e9tences num\u00e9riques en IA, automatisation, d\u00e9veloppement web, marketing digital, bureautique, e-commerce, travail ind\u00e9pendant et cybers\u00e9curit\u00e9<\/a>.<\/p>\n Programmes disponibles :<\/strong> WhatsApp :<\/strong>More in Marketing<\/h3>\n
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