The Estée Lauder Companies Inc. and Jo Malone London announced the launch of the Jo Malone London Scent Advisor.
This is an innovative, AI-powered digital experience designed to help customers discover their perfect fragrance through an intuitive, conversational journey, bridging the gap between curiosity and confidence in online fragrance discovery.
Online fragrance shopping often lacks the sensory cues of in-store experiences, making it difficult for consumers, especially first-time buyers, to select a scent confidently.
The Jo Malone London AI Scent Advisor has addressed this challenge by merging cutting-edge AI with the fragrance house’s deep scent expertise and consumer insights, creating an experience that feels personal, playful, and distinctly Jo Malone London.
Now available online in the United States and the United Kingdom, the Jo Malone London AI Scent Advisor has leveraged advanced artificial intelligence to recreate Jo Malone London’s signature in-store consultation experience digitally.
The tool invites customers to describe the scent they’re looking for in their own words, whether for themselves or as a gift.
Using Google’s Gemini and Google Cloud’s Vertex AI platform, the chat interprets natural language responses. It maps them to Jo Malone London’s olfactory data attributes to generate bespoke, expert-informed fragrance recommendations.
“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” said Jo Dancey, Global Brand President, Jo Malone London.
“With the launch of our AI Scent Advisor, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity and creativity to online fragrance discovery. This smart advisor lets people describe in their own words what they’re drawn to and translates that into meaningful, tailored scent recommendations. It’s designed to feel like having one of our fragrance experts at your side, wherever you are.”
The Jo Malone London Scent Advisor is built by The Estée Lauder Companies’ AI and Innovation teams, combining proprietary data, brand expertise, and Google Cloud's AI capabilities to enhance the beauty experience across touchpoints.
This announcement comes on the heels of the opening of The Estée Lauder Companies' Fragrance Atelier in Paris last month.
“This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences,” said Brian Franz, Chief Technology, Data & Analytics Officer, The Estée Lauder Companies.
“It reimagines what personalised digital experiences can feel like while unlocking deeper insights into our consumers and their preferences. By powering AI-driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”
The launch marked the latest milestone in Jo Malone London’s continued exploration of digital innovation and personalised experiences, following recent initiatives such as the brand's Scent Layering tool and TikTok fragrance filter.
