Jo Malone London is bringing AI into the fragrance aisle, launching an AI-powered Scent Adviser built with Google Cloud on its U.S. and U.K. websites. The tool invites shoppers to describe scents in their own words and then matches those preferences with tailored perfume recommendations, aiming to make online fragrance discovery feel more like an in-store consultation.
How the AI Scent Adviser works
Available now on JoMalone.com in the United States and the United Kingdom, the experience guides shoppers through an intuitive, conversational journey rather than rigid filters or drop-down menus. Customers describe the kind of scent they are drawn to—either for themselves or as a gift—and the adviser translates that language into fragrance suggestions from the Jo Malone London portfolio.
Behind the scenes, the tool uses Google’s Gemini and Google Cloud’s Vertex AI platform to interpret natural-language responses and map them to Jo Malone London’s olfactory data, generating expert-informed recommendations in real time.
Solving the “no testers online” problem
Jo Malone London and parent company The Estée Lauder Companies frame the launch as a response to one of fragrance e-commerce’s biggest hurdles: the lack of sensory cues when shopping online. Without the ability to smell or spritz, first-time buyers in particular often struggle to choose a scent with confidence.
The Scent Adviser is designed to bridge this gap by making digital discovery more personal and playful, encouraging shoppers to talk about moods, memories, or notes they love instead of trying to decode complex fragrance pyramids. Estée Lauder’s AI and Innovation teams combined proprietary data, in-house fragrance expertise, and Google Cloud’s AI capabilities to build the experience.
What Jo Malone and Estée Lauder say
“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” Jo Dancey, Global Brand President, Jo Malone London, said. She added that the AI Scent Adviser strengthens how consumers explore scents online while keeping the Jo Malone London spirit of curiosity and creativity at the centre of the journey.
Brian Franz, Chief Technology, Data and Analytics Officer at The Estée Lauder Companies, said the adviser reflects the group’s commitment to using technology to elevate consumer experiences. By powering AI-driven innovation across brands, The Estée Lauder Companies aims to bring products and experiences to market that genuinely resonate with shoppers’ preferences and behaviors.
Positioning within Estée Lauder’s fragrance strategy
Founded in 1994 and acquired by The Estée Lauder Companies in 1999, Jo Malone London has become known for luxury fragrances, home scents, and bath and body essentials, with a strong emphasis on scent layering and personalization. The new AI tool builds on that heritage by translating in-store consultation cues into a digital format that can scale across markets.
For The Estée Lauder Companies, which sells its portfolio in approximately 150 countries and territories, AI-driven services like the Scent Adviser fit into a broader push to make fragrance a key strategic growth driver.
