How BotForge Built a Bilingual Haircare Chatbot for Rossano Ferretti

Rossano Ferretti is an Italian luxury haircare brand, selling designer products made with natural ingredients and running salons around the world. The brand recognised that consumers increasingly rely on chatbots to talk to companies and to shop.

The Challenge

Rossano Ferretti needed an AI-powered sales chatbot to help customers pick haircare products for their own needs. It had to understand English and Italian, run on five international websites, and connect to the brand's websites, email marketing platforms and WhatsApp. It also had to recommend products through an interactive quiz, answer frequently asked questions and give salon information.

The Approach

BotForge built the Ferretti Bot on Google Dialogflow ES, with a custom interface designed around the quiz.

• Hair quiz: matches customers to products by hair type, condition and preferences
• Free-text questions: customers can type requests such as 'I want a shampoo for oily hair'
• Product search: best matches and recommendations appear in the chat
• Email: personalised product suggestions sent to the customer's inbox
• WhatsApp handover: live agent support through the Sendbee Business WhatsApp API
• Five regional sites, each with its own product catalogue and email templates

Custom middleware manages the websites, product ranges, attributes and types. Extensive custom entity work supports the quiz flows, product types and hair categories in both languages, and the ChatSeer analytics platform gives staff performance and usage data.

The Outcome

Customers get personalised product guidance around the clock on all five sites, in English or Italian. Web visitors who complete the quiz convert at a higher rate, and the chatbot has improved resolution rates and customer communications.