The Estée Lauder Companies and Jo Malone London launched 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.

Jo Dancey, Global Brand President, Jo Malone London, said,

“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.”

Now available on JoMalone.com in the United States and the United Kingdom, the Jo Malone London AI Scent Advisor leverages advanced artificial intelligence to digitally recreate Jo Malone London’s in-store consultations.

Online fragrance shopping often lacks the sensory cues of in-store experiences, making it difficult for consumers – especially first-time buyers – to confidently select a scent. 

The Jo Malone London AI Scent Advisor addresses this challenge by merging AI with the fragrance house’s deep scent expertise and consumer insights.

Jo Malone’s AI tool invites customers to describe the kind of scent they’re looking for in their own words, whether for themselves or a gift.

Using Google’s Gemini and Google Cloud’s Vertex AI platform, the chat interprets natural language responses and maps them to Jo Malone London’s olfactory data attributes to generate bespoke, expert-informed fragrance recommendations.

Brian Franz, Chief Technology, Data & Analytics Officer, The Estée Lauder Companies, commented,

“This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences. 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.”

The Estée Lauder Companies’ AI and Innovation teams built The Jo Malone London Scent Advisor, combining proprietary data, brand expertise, and AI capabilities of Google Cloud to enhance the beauty experience across touchpoints. 

This announcement comes shortly after the opening of The Estée Lauder Companies’ Fragrance Atelier in Paris, a key moment for the company as it reaffirms fragrance as a strategic growth driver.