Estée Lauder Companies and Jo Malone Create Personalized Fragrance Wardrobe

The Estée Lauder Companies Inc. and Jo Malone London launched Scent Scanner, a first-of-its-kind experience available exclusively on Pinterest.

The experience translates the visual preferences consumers have expressed across their Pinterest boards into personalized Jo Malone London fragrance recommendations.

“For years, personalization in beauty meant asking people what they wanted. The bigger opportunity is to understand what they already love — and to meet them where their taste already lives,” said Aude Gandon, chief digital and marketing officer, The Estée Lauder Companies. “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 Beauty Reimagined to life, by creating a new model for emotionally driven commerce and meaningful consumer connection.”

AI Scent Advisor

Building on the success of Jo Malone London’s AI Scent Advisor, introduced in 2025, Scent Scanner offers a new way for consumers to find their personalized scent, shifting the starting point from words to images. While the AI Scent Advisor invites consumers to describe the scent they were seeking, Scent Scanner reads visual inspiration – imagery, color palettes, textures, destinations, rituals and aesthetics – to suggest fragrances suited to each individual.

“People come to Pinterest to picture the life they want, and they tell us who they are in images long before they have the words for it,” said Julie Towns, VP, product marketing & operations, Pinterest. “Scent Scanner reads that visual language and turns it into fragrance discovery that feels less like searching and more like being known. It’s a natural next step for a platform people use to dream, discover, and do.”

The custom Pinterest experience brings Jo Malone London’s expertise in fragrance discovery to life through a personalized digital journey. With their permission, Pinners can connect a Pinterest board from their profile and the Scent Scanner analyzes the visual cues and themes in their saved content to build a curated fragrance pairing – a personalized set of Jo Malone London scents.

“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’re remembered,” said Jo Dancey, global brand president, Jo Malone London and Lifestyle Fragrance, The Estée Lauder Companies. “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.”