DIGITAL INNOVATION
INTELLIGENT TECHNOLOGY
The Estée Lauder Companies and Jo Malone London introduce AI-powered scent advisor experience
The Estée Lauder Companies and Jo Malone London have launched the Jo Malone London Scent Advisor, pitched as an innovative AI-powered digital experience designed to help customers discover their perfect fragrance through an intuitive conversational journey, bridging the gap between curiosity and confidence in online fragrance discovery.
Online fragrance shopping often lacks the sensory cues of in-store experiences, making it difficult for consumers, especially first-time buyers, to select a scent confidently.
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, playful and distinctly Jo Malone London.
Now available on JoMalone. com in the UK and US, the Jo Malone London AI Scent Advisor leverages advanced artificial intelligence to digitally recreate the Jo Malone London signature in-store consultation experience.
Malone spirit of curiosity and creativity to online fragrance discovery.
“ 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, combining proprietary data, brand expertise and the AI capabilities of Google Cloud to enhance the beauty experience across touchpoints.
“ 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 and Analytics Officer, The Estée Lauder Companies.
“ It reimagines what personalized digital experiences can feel like while unlocking deeper insights into our consumers and their preferences. By powering AI-driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”
“ Our partnership with The Estée Lauder Companies is a great example of how Google Cloud’ s AI capabilities can solve complex business challenges while preserving what makes a brand distinctive,” said Jose Gomes, VP, Retail and Consumer Packaged Goods, Google Cloud.
“ What’ s notable here is the deep collaboration between technology providers and industry leaders who understand their customers and their craft. The result is delivering expert, personalized guidance online, demonstrating how companies can deploy AI to enhance what they already do well.”
The launch marks the latest milestone in Jo Malone London’ s continued exploration of digital innovation and personalised experiences, following recent initiatives such as the brand’ s Scent Layering tool and TikTok fragrance filter. •
The tool invites customers to describe the kind of scent they are 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 bespoke, expert-informed 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.“ With the launch of our AI Scent Advisor, we’ re strengthening the way consumers explore scents, bringing the Jo
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