The Estée Lauder Companies’ Jo Malone London has launched an AI-powered digital assistant designed to help customers discover their perfect fragrance online.
The new tool aims to overcome the primary challenge of purchasing fragrance online — the lack of sensory cues that an in-store experience provides.
“The Jo Malone London AI Scent Advisor addresses this challenge by merging cutting-edge AI with the fragrance house’s deep scent expertise and consumer insights, creating an experience that feels personal and playful,” said The Estée Lauder Companies in a release.
Now available on JoMalone.com in United States and United Kingdom, the new 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 fragrance recommendations.
“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. “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.”
The Jo Malone London Scent Advisor is built by The Estée Lauder Companies’ AI and Innovation teams. This announcement comes off the heels of the opening of the group’s Fragrance Atelier in Paris last month. This new unit is dedicated to innovation in fragrances, particularly to accelerating developments and improving consumer experience.
