Jo Malone London has launched a new AI-powered Scent Adviser, developed in collaboration with Google Cloud, to bring its personalised fragrance discovery process online. The tool aims to bridge the sensory gap of digital shopping by interpreting customers’ own words to suggest tailored scent recommendations — a first for the brand’s global e-commerce platform.
Available now in the United States and United Kingdom via JoMalone.com, the Scent Adviser invites users to describe the kind of fragrance they are drawn to, whether for themselves or as a gift. Using Google’s Gemini and Vertex AI platforms, the system analyses these inputs against Jo Malone London’s proprietary olfactory data to recommend matching scents.
“Online fragrance shopping often lacks the sensory cues of in-store experiences,” said Jo Dancey, Global Brand President at Jo Malone London. “With the launch of our AI Scent Adviser, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity and creativity to online fragrance discovery. It’s designed to feel like having one of our fragrance experts at your side, wherever you are.”
The Estée Lauder Companies’ AI and Innovation teams built the experience using Google Cloud’s AI models and the fragrance house’s data. The company said the launch reinforces its commitment to using advanced technology to deepen brand engagement across digital channels and strengthen its fragrance category growth strategy.
“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 & Analytics Officer at The Estée Lauder Companies. “By powering AI-driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”
The move follows the recent opening of The Estée Lauder Companies’ Fragrance Atelier in Paris — a dedicated centre for scent innovation and consumer research. Together, the initiatives underline the company’s investment in fragrance as a key growth area, alongside its broader digital transformation efforts.
Jose Gomes, VP of Retail and Consumer Packaged Goods at Google Cloud, said the partnership exemplifies how AI can enhance brand experiences without losing character. “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,” he said. “The result is delivering expert, personalised guidance online — demonstrating how companies can deploy AI to enhance what they already do well.”
The launch also extends Jo Malone London’s digital innovation streak, following initiatives such as the brand’s Scent Layering tool and TikTok fragrance filter. Together, these projects suggest a growing focus on using AI to make sensory-led products more accessible in digital spaces — while maintaining the brand’s hallmark of individuality and personal storytelling.
