The Estée Lauder Companies and Jo Malone London have launched a new AI-powered digital experience aimed at transforming online fragrance discovery. Named the Jo Malone London Scent Advisor, the platform is now live on JoMalone.com in the United States and United Kingdom and offers customers a personalized way to find their ideal scent through an interactive, conversational interface.
The tool allows users to describe the type of fragrance they are looking for, whether for personal use or as a gift. Using Google Cloud’s Gemini and Vertex AI, these natural language inputs are matched with Jo Malone London’s proprietary fragrance data to generate tailored recommendations that replicate the brand’s in-store consultation experience. The solution was developed collaboratively by The Estée Lauder Companies’ AI and Innovation teams, combining deep fragrance expertise with advanced AI capabilities.
Jo Dancey, Global Brand President of Jo Malone London, emphasized the role of technology in bridging the gap between curiosity and confidence in fragrance selection. Brian Franz, Chief Technology, Data & Analytics Officer at The Estée Lauder Companies, added that the AI-powered solution enables deeper consumer insights while creating a more personalized experience. Jose Gomes, VP of Retail and Consumer Packaged Goods at Google Cloud, noted that the partnership demonstrates how AI can enhance consumer engagement while maintaining brand identity.
The Scent Advisor follows recent digital initiatives from Jo Malone London, including its Scent Layering tool and a TikTok fragrance filter, highlighting the brand’s focus on consumer-centered digital innovation. The launch also coincides with strategic investments in The Estée Lauder Companies’ Fragrance Atelier in Paris, reinforcing the importance of fragrance within the company’s global growth strategy.
Founded in 1994 and acquired by The Estée Lauder Companies in 1999, Jo Malone London is known for its refined, British-inspired scents. The Estée Lauder Companies markets its products across approximately 150 countries through brands including Estée Lauder, Clinique, MAC, La Mer, TOM FORD, Aveda, Le Labo, Dr. Jart+, and the DECIEM portfolio.
