FENTY x charles

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Acquisition

Click-to-Message Ads

Subscriber Collection

Appointment booking

Lead qualification

Conversion

Product recommendations

Retention

Customer service

Special occasions

Transactional updates

eCommerce

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Why eCom?

Retail

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Why Retail?

Automotive

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Why Automotive?

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Week one. Already delivering.

64% conversion rate

Nearly two out of every three people who landed in the chat opted in to keep hearing from Fenty on WhatsApp.

5,000+ products recommended

In the first seven days alone, Rose Amber handed out more than 5,000 personalized Fenty product recommendations in chat.

19% CTR

Our click-to-chat campaign outperformed standard social benchmarks by a wide margin - proof that people will click when the destination is a real conversation.

What Rose Amber is about

Your personal beauty advisor, one message away

Ask for a recommendation, tell her the vibe, and get a personalized Fenty pick - right inside the chat.

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Tap, tap, match. Guided to the right product.

Scripted flows with quick-reply buttons guide shoppers step by step - from first message to the right product. Every tap narrows the selection, so users find what they're looking for without typing a thing.

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When customers go off-script, the AI keeps up.

Not every question fits a menu. When customers type what's on their mind, the AI agent reads intent, matches it to the right products across Fenty Beauty, Skin, and Hair, and responds naturally - like a beauty advisor who knows the entire catalog.

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Real reviews from real people, right in the chat

Wondering if Gloss Bomb is worth it? Rose Amber shows you what real customers are saying - with video reviews and quotes - right inside the conversation. Social proof at the exact moment it matters.

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Know exactly how AI agents perform

See real-time conversion data for every conversation. When customers reply, AI takes over: answering questions, recommending products, and driving sales.

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charles builds the AI that big brands actually launch

charles is a software company with an in-house creative agency. That's a rare combination, and it's the reason Rose Amber exists. On the software side, we provide the platform that powers conversational AI agents on WhatsApp or RCS - product knowledge, tone of voice, quiz logic, guardrails, analytics, the works. On the agency side, our team handles everything around the launch: creative, click-to-chat ads, campaign strategy, go-to-market. For Fenty Beauty, that meant one partner instead of five - the AI software and the execution power to actually ship it, coming from the same place.