On December 2, 2025, The Estée Lauder Companies and Jo Malone London announced the launch of the Jo Malone London Scent Advisor. This AI-powered digital experience is designed to help customers discover their perfect fragrance through a more conversational journey.
According to the company’s press release, the Jo Malone London Scent Advisor uses Google’s Gemini and Google Cloud’s Vertex AI platform to provide its recommendations. The customer is invited to describe the scent they’re looking for in their own words, and the Scent Advisor interprets the natural language responses and maps them to Jo Malone London’s olfactory data attributes.
“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. “With the launch of our AI Scent Advisor, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity 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 AI Scent Advisor is available on the brand’s website in the United States and the United Kingdom. Company officials hope this innovation will continue to accelerate The Estée Lauder Companies’ momentum in the fragrance category.
“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 at 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, vice president of retail and consumer packaged goods at 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.”
