Jo Malone London AI Scent Advisor has officially launched, marking a significant step forward in how consumers discover fragrances online. Introduced by The Estée Lauder Companies Inc. and Jo Malone London, the AI-powered digital experience is designed to help customers confidently find their ideal scent through an intuitive, conversational journey.
The tool is now live on JoMalone.com in both the United States and the United Kingdom.
Bringing In-Store Expertise to Digital Shopping
The Jo Malone London AI Scent Advisor recreates the brand’s signature fragrance consultation by inviting users to describe, in their own words, the scent profile they are seeking—whether for personal use or gifting. Instead of relying on traditional filters, customers can express emotions, preferences, and occasions naturally.
Powered by Google’s Gemini and Vertex AI, the platform interprets these natural language inputs and maps them to Jo Malone London’s proprietary olfactory data attributes, generating tailored, expert-informed fragrance recommendations.
AI Meets Craft and Creativity
According to Jo Dancey, Global Brand President of Jo Malone London, the Jo Malone London AI Scent Advisor bridges the gap between curiosity and confidence in fragrance discovery.
The solution was developed in collaboration with The Estée Lauder Companies’ AI and Innovation teams, combining deep fragrance expertise with advanced cloud-based artificial intelligence. The integration of proprietary brand data with Google Cloud’s AI capabilities sets a new benchmark for personalised beauty experiences at scale.
A Strategic Focus on Fragrance Innovation
The launch of the Jo Malone London AI Scent Advisor follows the opening of The Estée Lauder Companies’ Fragrance Atelier in Paris, underscoring fragrance as a key strategic growth area for the group.
Brian Franz, Chief Technology, Data & Analytics Officer at The Estée Lauder Companies, highlighted that AI-driven innovation is central to creating deeper, more meaningful consumer connections globally.
Google Cloud also emphasised that the collaboration demonstrates how AI can solve complex business challenges while preserving brand identity, creativity, and craftsmanship.
Expanding Jo Malone London’s Digital Ecosystem
The Jo Malone London AI Scent Advisor builds on the brand’s recent digital initiatives, including its Scent Layering tool and TikTok fragrance filter. Together, these innovations expand Jo Malone London’s presence across interactive, consumer-centric digital platforms.
By combining storytelling, technology, and personalised guidance, the brand continues to elevate how fragrance is explored and experienced online.
The Bottom Line
Jo Malone London AI Scent Advisor represents a meaningful evolution in digital beauty retail. By translating human language into personalised scent recommendations, Jo Malone London and The Estée Lauder Companies are redefining how consumers connect with fragrance—bringing expertise, emotion, and confidence into the digital shopping journey.
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