THE WHAT? The Estée Lauder Companies and Jo Malone London have launched Scent Scanner, a new AI-powered fragrance discovery experience on Pinterest that converts users’ visual preferences into personalised fragrance recommendations.
THE DETAILS Available initially in the US and France, Scent Scanner builds on Jo Malone London’s AI Scent Advisor introduced in 2025. Rather than asking consumers to describe a scent, the new tool analyses visual content saved to Pinterest boards, including imagery, colours, textures, destinations, rituals, and aesthetic themes, to recommend tailored Jo Malone London fragrance pairings.
With user permission, the experience connects to a consumer’s Pinterest board and uses AI to interpret visual cues and preferences, creating a personalised “fragrance wardrobe” designed around their tastes. The initiative is exclusive to Pinterest and leverages the platform’s role as a destination for inspiration and personal expression.
The launch forms part of the ongoing partnership between Estée Lauder and Pinterest to develop digital commerce experiences that connect fragrance discovery with consumer behaviour. The collaboration will also be highlighted at the Cannes Lions International Festival of Creativity 2026, where executives from both companies will discuss the role of AI, personalisation, and visual discovery in shaping future consumer experiences.
THE WHY? The initiative reflects growing demand for personalised beauty experiences and demonstrates how brands are using AI and consumer data to create more engaging shopping journeys. By analysing what consumers already save and curate online, Estée Lauder and Jo Malone London aim to make fragrance discovery more intuitive, emotionally relevant, and closely linked to individual tastes.
Source: The Estée Lauder Companies
