Jo Malone London Launches AI-Powered Scent Advisor
The Estée Lauder Companies Inc. (NYSE: EL) and Jo Malone London have launched the Jo Malone London Scent Advisor. This new AI-powered tool helps customers discover fragrances through a simple and conversational digital journey. As online fragrance shopping lacks sensory cues, the experience builds confidence for both new and returning shoppers.
Recreating the In-Store Consultation Online
The tool is now available in the United States and United Kingdom on JoMalone.com. It uses AI to mirror the brand’s in-store consultation. Users describe the scent they want in their own words. The system then interprets their responses using Google’s Gemini and Google Cloud’s Vertex AI. As a result, it delivers personalised recommendations based on Jo Malone London’s olfactive data.
A New Era of Digital Scent Discovery
“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.”
Technology and Expertise Combined
The Estée Lauder Companies’ AI and Innovation teams built the system using proprietary data and fragrance expertise. Additionally, Google Cloud’s AI capabilities support the tool’s conversational intelligence. The launch follows the opening of The Estée Lauder Companies’ Fragrance Atelier in Paris. The move further highlights the company’s commitment to fragrance as a strategic growth driver.
Advancing Personalised Beauty Experiences
“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 personalized 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.”
Strengthening the Power of Collaboration
“Our partnership with The Estée Lauder Companies is a great example of how Google Cloud’s AI capabilities can solve complex business challenges while preserving what makes a brand distinctive,” said Jose Gomes, VP, Retail & Consumer Packaged Goods, Google Cloud. “What’s notable here is the deep collaboration between technology providers and industry leaders who understand their customers and their craft. The result is delivering expert, personalized guidance online, demonstrating how companies can deploy AI to enhance what they already do well.”
Expanding Jo Malone London’s Digital Ecosystem
The launch also builds on Jo Malone London’s recent digital initiatives. These include the brand’s Scent Layering tool and its popular TikTok fragrance filter. Together, these innovations strengthen the brand’s focus on personalised and playful fragrance discovery.
