This story was first published by Digiday sibling Glossy
Fenty Beauty is taking its community-first strategy into messaging. On Wednesday, the Fenty Beauty brand launched “Rose Amber,” an AI-powered beauty advisor built for WhatsApp, marking its first formal partnership with the platform in the U.S.
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.
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