The cosmetics brand turned WhatsApp into a full-funnel marketing channel with conversational AI that acts as a beauty advisor, recovers carts, and powers campaigns across the customer journey.
Key Takeaways
- WhatsApp works as a full-funnel marketing channel for cosmetics brands, not just a single tactic. Rosebaie’s 9x ROI came from deploying flows, campaigns, and conversational AI together as a complete program.
- Conversational AI turns marketing messages into dialogue. When a cart abandonment message becomes a personalized product consultation, conversion rates follow.
- Every AI conversation is a data point. Rosebaie treats their WhatsApp program as a permanent focus group, using conversation analytics to spot friction and shape strategy.
- In cosmetics, where trust and product education drive purchases, conversational WhatsApp marketing outperforms one-way channels by meeting customers where the conversation matters most.
Client Overview
Rosebaie is a premium haircare brand operating in a space where the customer relationship is everything. Purchase decisions are personal.
Customers want to know which product is right for them, how it works, and whether it fits their routine. That makes product education and personalized guidance central to how Rosebaie sells. The brand needed marketing that could match that level of intimacy at scale.
The Challenge
Traditional email wasn’t cutting it. In haircare, customers expect more than a promotional blast.
They want to feel guided, heard, and confident before they buy. Email lacked the directness and personalization the brand needed, and the one-way format left little room for the kind of real conversation that drives purchasing decisions in beauty.
Rosebaie wanted a marketing channel that could deliver personalized touchpoints across the entire customer journey, from first visit through repeat purchase, in a way that felt more like talking to a knowledgeable friend than receiving another marketing email.
The Solution
Rosebaie selected Coco to power a truly conversational WhatsApp marketing program. The team chose Coco for its ability to scan the brand’s website and deliver precise, knowledgeable responses to customers, whether about products, shipping, or anything else.
“The goal was to have an AI capable of responding with the accuracy of a real customer service team, without requiring a human presence 24/7,” the Rosebaie team explains.
Full Cycle Flows
The brand deployed Coco across the full customer lifecycle.
Automated cart abandonment flows and post-purchase sequences maximize conversion and retention. Targeted campaigns drive engagement during product launches and key commercial moments. Coco’s magic links bring in new opt-ins smoothly and naturally, growing the WhatsApp audience without friction.
These touchpoints allow Rosebaie to reach prospects “in a more direct and personalized way than traditional email, which is crucial for a brand like ours in the cosmetics sector where the customer relationship matters.”
Real Time Responses
What makes the program stand out is what happens after the message is sent. Coco’s conversational AI doesn’t deliver scripted responses.
It plays the role of a beauty advisor: answering questions, reassuring hesitant customers, recommending the right products, and closing sales.
“The AI adapts to the conversation and understands the context and needs of our customers,” says the team. “It’s a perfect mix of automation and personalization that strengthens our brand image while boosting our commercial results.”
Results
Rosebaie’s complete WhatsApp program delivered 9x ROI across the full account. Automated flows, including cart abandonment and post-purchase sequences, generated 14x ROI. Targeted campaigns for product launches and sales events produced 4x ROI.
The results reflect what happens when you build a complete program rather than deploying a single tactic. Flows drive consistent baseline revenue. Campaigns create peaks around commercial moments.
And the conversational AI amplifies both by turning every message into a two-way interaction that converts at higher rates than one-way broadcasts.
“I’d tell them Coco a complete conversational CRM solution that goes well beyond simple email,” says the Rosebaie team. “It’s almost like having a team available 24/7 that’s constantly learning and improving. If you want to automate your marketing while keeping real personalization and a premium customer relationship, it’s a great solution.”
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