The Estée Lauder Companies and Jo Malone London Launch AI-Powered Scent Advisor Experience

The Estée Lauder Companies Inc. (NYSE: EL) and Jo Malone London today announced the launch of the Jo Malone London Scent Advisor, an innovative, AI-powered digital experience that guides customers through an intuitive, conversational journey to find their perfect fragrance, bridging the gap between curiosity and confidence in online fragrance discovery.

Online fragrance buying frequently lacks the sensory clues seen in-store encounters, making it difficult for consumers, particularly first-time shoppers, to confidently choose a perfume. The Jo Malone London AI smell Advisor solves this issue by combining cutting-edge AI with the fragrance house's extensive smell expertise and customer insights to create an experience that is personal, playful, and distinctively Jo Malone London.

The Jo Malone London AI Scent Advisor, which is now accessible on JoMalone.com the United States and the United Kingdom, uses powerful artificial intelligence to digitally recreate Jo Malone London's iconic in-store consulting experience. The app asks users to describe the perfume they're looking for in their own words, whether it's for themselves or as a present. The conversation uses Google's Gemini and Google Cloud's Vertex AI platforms to parse natural language responses and match them to Jo Malone London's olfactory data properties, resulting in personalised, expert-informed scent recommendations.

"We are entering a new era of digital scent discovery, where AI can bridge the gap between curiosity and confidence," stated Jo Dancey, Global Brand President of Jo Malone London. "With the introduction of our AI Scent Advisor, we're enhancing how consumers explore scents, bringing the Jo Malone spirit of curiosity and inventiveness to online fragrance discovery. This smart advisor allows users to explain their preferences in their own words, which are then translated into meaningful, individualised scent recommendations. It's intended to feel like having one of our scent experts by your side, no matter where you are."

The Jo Malone London Scent Advisor was created by The Estée Lauder Companies' AI and Innovation teams, who combined proprietary data, brand expertise, and Google Cloud's AI capabilities to improve the beauty experience across contact points. This announcement follows the opening of The Estée Lauder Companies' Fragrance Atelier in Paris last month, a watershed moment for the company as it reaffirms fragrance as a key strategic growth driver, one that will continue to accelerate its momentum in this dynamic and fast-growing 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 of The Estée Lauder Companies. "It reimagines what personalised digital experiences may be like while providing deeper insights into our customers' interests. By leveraging AI-driven innovation, we are bringing to market goods and experiences that truly engage with our customers."

"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 & Consumer Packaged Goods, Google Cloud. "What stands out here is the close partnership between technology providers and industry experts who know their clients and their trade. The end result is expert, personalised online advise, showcasing how businesses may use AI to improve what they currently do effectively."

The introduction is the latest step in Jo Malone London's ongoing exploration of digital innovation and tailored experiences, after previous initiatives such as the brand's Scent Layering tool and TikTok scent filter.

Source: The Estee Lauder Companies Inc.