Estée Lauder Cos., Jo Malone launch AI scent advisor

December 3, 2025

The company is bolstering its online shopping service. Image credit: Jo Malone

By Zach James for Luxury Daily News Service

British luxury fragrance brand Jo Malone is introducing a new digital experience.

On Dec. 2, the Estée Lauder-owned label launched the Scent Advisor, an AI-powered program that allows consumers to discover personalized product recommendations after responding to conversational prompts. The tool was built by the parent company’s AI and Innovation teams, and is backed by tech giant Google’s Gemini and Google Cloud’s Vertex AI platform.

“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 of Jo Malone London, in a statement.

“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,” Ms. Dancey said. “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.”

Virtual expertise
With Scent Advisor, Jo Malone London seeks to bridge the gap between in-store and online fragrance shopping.

Designed to help build consumer confidence in their purchase, the experience begins with four pre-written prompts or the ability for clients to directly tell the AI what they are looking for in a scent. From there, the tool gauges responses through olfactory data attributes, allowing for bespoke, tailored responses.

The maison is expanding its digital activity, recently launching a Scent Layering tool and a fragrance filter on TikTok. Image credit: Jo Malone

“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 at Estée Lauder Cos., in a statement.

“It reimagines what personalized digital experiences can feel like while unlocking deeper insights into our consumers and their preferences,” Mr. Franz said. “By powering AI-driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”

The Jo Malone London AI Scent Advisor is now available on the brand's website in the United States and the United Kingdom.

Other high-end beauty operators are making tech-centric moves as well. Earlier this week, L’Oreal-owned beauty brand Lancôme joined two other luxury labels on social media platform Snapchat’s Winter Village, a holiday-themed augmented reality shopping experience available through the end of the year (see story).

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