The Estée Lauder Companies Inc. and Jo Malone London have introduced the Jo Malone London Scent Advisor. It’s an AI-powered tool designed to guide users through personalised fragrance discovery online.
Jo Malone London launches an AI-powered Scent Advisor to help customers discover personalised fragrances online. The development comes in partnership with The Estée Lauder Companies’ AI and Innovation teams. It marks a major step in The Estée Lauder Companies’ growing focus on digital fragrance innovation.
AI-driven experience
The feature is now available on JoMalone.com in the United States and United Kingdom. The Scent Advisor enables users to describe their preferred scent profile through a conversational interface. Customers can type free-form responses, whether selecting a fragrance for themselves or as a gift. The system interprets the language to generate tailored recommendations.
Powered by Google’s Gemini and Vertex AI, the tool maps user inputs against Jo Malone London’s proprietary olfactory data. The experience helps to digitally replicate the brand’s in-store consultation approach.
Collaborative technology development
The Estée Lauder Companies’ AI and Innovation teams in partnership with Google Cloud developed the AI Scent Advisor.. The platform integrates the company’s internal fragrance data models with advanced machine learning capabilities to enhance personalisation across customer touchpoints.
Strategic direction
The launch follows The Estée Lauder Companies’ opening of its Fragrance Atelier in Paris, signalling fragrance as a key growth focus and expanding the use of AI within its digital strategy.
From the leadership desk
Jo Dancey, Global Brand President, Jo Malone London: “We are entering a new era of digital scent discovery where AI bridges the gap between curiosity and confidence. This smart advisor lets people express what they’re drawn to, in their own language, and transforms that into meaningful scent recommendations—bringing the magic of our in-store experience to wherever our customers shop.”
Brian Franz, Chief Technology, Data & Analytics Officer, The Estée Lauder Companies: “This marks an important milestone in our commitment to leveraging technology to elevate consumer experiences. With AI-driven innovation, we are unlocking deeper insights and creating personalized connections that resonate with our consumers globally.”
Jose Gomes, VP, Retail & Consumer Packaged Goods, Google Cloud: “Our partnership demonstrates how AI can solve complex business challenges while preserving brand identity. By combining technology with creativity and craft, brands can deliver expert, personalized guidance at scale.”
