Estée Lauder and Jo Malone London Launch “Scent Scanner” on Pinterest to Personalize Fragrance Discovery
The Estée Lauder Companies Inc., and Jo Malone London have introduced Scent Scanner, a new digital fragrance discovery experience available exclusively on Pinterest and rolling out across the United States and France.
The tool uses artificial intelligence to interpret users’ visual preferences on Pinterest and translate them into personalized Jo Malone London fragrance recommendations. By analyzing the imagery people save and organize on their boards, the experience connects aesthetic inspiration directly to scent discovery in a more intuitive and expressive way.
Scent Scanner builds on the success of Jo Malone London’s earlier AI Scent Advisor, launched in 2025, which helped users find fragrances based on descriptive preferences. The new experience shifts this approach by starting not with words, but with images.
From Words to Visual Taste in Fragrance Discovery
While traditional fragrance discovery tools rely on verbal inputs such as mood, notes, or scent families, Scent Scanner is designed to interpret visual identity. It reads patterns within Pinterest boards—including color palettes, textures, destinations, lifestyle imagery, and design aesthetics—to identify fragrance profiles that align with a user’s personal taste.
With user permission, Pinterest users can connect their saved boards directly to the tool. Once connected, the system analyzes the visual content and generates a curated set of Jo Malone London fragrance pairings tailored to the individual’s aesthetic preferences.
This creates a personalized “fragrance wardrobe,” where each recommendation reflects the user’s visual world and creative inspiration.
Bridging Inspiration and Commerce Through Visual AI
Pinterest has long been a platform where users express identity and aspiration through images rather than text. Scent Scanner leverages this behavior, transforming curated inspiration into actionable product discovery.
The experience reflects a broader shift in digital commerce, where AI is increasingly used to connect consumer inspiration with personalized product recommendations. Instead of searching for fragrances in traditional ways, users are now guided through a visually driven journey that aligns scent with style, mood, and lifestyle imagery.
By linking aesthetic expression to fragrance selection, Scent Scanner aims to make discovery feel more natural, personal, and emotionally resonant.
Leadership Perspectives on the New Experience
Executives from The Estée Lauder Companies, Pinterest, and Jo Malone London emphasized the role of personalization and creativity in shaping the new experience.
Aude Gandon, Chief Digital and Marketing Officer at The Estée Lauder Companies, highlighted the shift toward understanding consumer intent through expression rather than explicit input.
“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,” Gandon said. “Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging.”
She added that the collaboration reflects Estée Lauder’s broader vision of “Beauty Reimagined,” where technology and creativity come together to deepen consumer engagement and emotional connection.
Julie Towns, Vice President of Product Marketing & Operations at Pinterest, emphasized how users naturally express identity through visual curation on the platform.
“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,” Towns said. “Scent Scanner reads that visual language and turns it into fragrance discovery that feels less like searching and more like being known.”
She noted that the experience aligns with Pinterest’s mission of helping users dream, discover, and take action through inspiration-driven tools.
Jo Dancey, Global Brand President of Jo Malone London and Lifestyle Fragrance at The Estée Lauder Companies, underscored the deeply personal nature of fragrance selection.
“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,” Dancey said. “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.”
Advancing AI-Powered Personalization in Beauty
The launch of Scent Scanner reflects the ongoing collaboration between The Estée Lauder Companies and Pinterest to develop new forms of digital commerce that combine inspiration, personalization, and AI-driven recommendations.
By integrating visual discovery with product matching, the companies aim to create a more seamless journey from inspiration to purchase, particularly for high-intent beauty and fragrance consumers.
The initiative is part of a broader trend in the beauty industry, where brands are increasingly using artificial intelligence and data-driven insights to tailor experiences at an individual level while maintaining emotional storytelling and brand identity.
The partnership between Estée Lauder, Jo Malone London, and Pinterest will be further highlighted at the Cannes Lions International Festival of Creativity 2026. Leaders from all three organizations are expected to discuss how AI, personalization, and visual discovery are reshaping consumer engagement and redefining how people connect with beauty brands.
As digital experiences continue to evolve, Scent Scanner represents a step toward more immersive and intuitive forms of personalization—where inspiration is no longer just observed, but translated into deeply personal product experiences.
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