Jo Malone London has launched Scent Scanner, a personalised fragrance wardrobe experience available exclusively on social media platform Pinterest.
The Scent Scanner, which is being rolled out across the US and France, will use artificial intelligence (AI) to translate the visual preferences users express on their Pinterest boards into personalised Jo Malone London fragrance recommendations.
The experience builds on Jo Malone London's AI Scent Advisor discovery tool, which was launched by the Estée Lauder Companies (ELC)-owned brand in 2025.
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Although Scent Advisor utilises scent description as prompts, Scent Scanner draws inspiration from imagery, colour palettes, textures, rituals and aesthetics, according to ELC.
“For years, personalisation in beauty meant asking people what they wanted,” said Aude Gandon, Chief Digital and Marketing Officer at ELC.
“The bigger opportunity is to understand what they already love – and to meet them where their taste already lives.
“Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging.
“By partnering with Pinterest, Jo Malone London is bringing [ELC’s transformation strategy] ‘Beauty Reimagined’ to life, by creating a new model for emotionally-driven commerce and meaningful consumer connection.”
ELC claimed the launch reflects its ongoing partnership with Pinterest to “build digital commerce experiences that connect consumers with fragrance in new ways”.
The collaboration aims to engage “high-intent fragrance shoppers” and create “more seamless pathways” from inspiration to purchasing product, an ELC statement read.
Both companies will further showcase their collaboration at the Cannes Lions International Festival of Creativity 2026, taking place between 22 and 26 June in France.
Executives from Pinterest, ELC and Jo Malone London will meet at the annual event to discuss the evolving role of AI, personalisation and visual discovery in consumer experiences.
Jo Dancey, Global Brand President, Jo Malone London and Lifestyle Fragrance at ELC, added: “A fragrance is one of the most personal choices an individual makes – it becomes part of how they move through the world and how they are remembered.
“With Scent Scanner, we can build someone a fragrance pairing drawn from what already inspires them, so the Jo Malone London scents they discover feel chosen for them, and unmistakably their own.”
The launch of Scent Scanner follows a boom in AI beauty advisor technology hitting the market in 2026.
Most recently, French beauty giant L'Oréal teamed up with ChatGPT-maker OpenAI to reinforce its AI capabilities.
OpenAI’s technology will be utilised to strengthen product discovery within ChatGPT in the US for brands such as Lancôme and Kérastase.
Rihanna’s Fenty Beauty, meanwhile, launched a WhatsApp AI advisor in June to support consumers with their discovery and purchase journey.
European premium beauty retailer Douglas Group also unveiled Anna this month, an AI-powered Beauty Advisor Chatbot that aims to “elevate digital shopping experience”, according to the business.
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