Jo Malone London has launched Scent Scanner, an exclusive Pinterest experience debuting in the US and France. The tool translates users’ visual tastes into tailored Jo Malone London fragrance recommendations based on the content they save and curate on Pinterest.
Building on the success of Jo Malone London’s AI Scent Advisor, introduced in 2025, Scent Scanner offers a new way for consumers to find their personalized scent, shifting the starting point from words to images. While the AI Scent Advisor invited consumers to describe the scent they were seeking, Scent Scanner reads visual inspiration – imagery, color palettes, textures, destinations, rituals and aesthetics – to suggest fragrances suited to each individual.
With their permission, Pinners can connect a Pinterest board from their profile and the Scent Scanner analyzes the visual cues and themes in their saved content to build a curated fragrance pairing – a personalized set of Jo Malone London scents.
“For years, personalization in beauty meant asking people what they wanted. The bigger opportunity is to understand what they already love — and to meet them where their taste already lives,” said Aude Gandon, Chief Digital and Marketing Officer, The Estée Lauder Companies. “Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging. By partnering with Pinterest, Jo Malone London is bringing Beauty Reimagined to life, by creating a new model for emotionally driven commerce and meaningful consumer connection.”
“A fragrance is one of the most personal choices an individual makes — it becomes part of how they move through the world and how they’re remembered,” added Jo Dancey, Global Brand President, Jo Malone London and Lifestyle Fragrance, The Estée Lauder Companies. “With Scent Scanner, we can build someone a fragrance pairing drawn from what already inspires them, so the Jo Malone London scents they discover feel chosen for them — and unmistakably their own.”
