Estée Lauder deploys AI to guide customers in selecting fragrances online
The AI Scent Advisor represents a milestone in digital fragrance discovery, offering a more personalized, conversational, and expert-led experience for online shoppers worldwide.
USA – The Estée Lauder Companies has expanded its digital beauty strategy with the launch of Jo Malone London’s AI-powered Scent Advisor, a tool designed to transform the online fragrance shopping experience.
This initiative is part of a broader push to reimagine digital engagement and personalize consumer journeys, especially in response to the growing demand for more innovative, more intuitive online discovery tools.
The new tool leverages Google’s Gemini and Google Cloud’s Vertex AI platform to interpret natural-language descriptions of scent preferences and map them to Jo Malone London’s olfactory data, providing personalized fragrance recommendations that mimic the brand’s signature in-store consultation experience.
The Scent Advisor allows customers to describe their ideal fragrance in their own words, whether for themselves or as a gift, without relying on rigid filters or product grids.
The AI interprets these descriptions, translating them into tailored recommendations based on Jo Malone London’s scent attributes, such as notes, intensity, and mood.
This approach is designed to make online fragrance discovery more intuitive and confidence-inspiring, especially for first-time buyers or those unfamiliar with the brand’s range.
The launch marks a significant step in digital innovation for the beauty and fragrance sector, bridging the gap between curiosity and confidence in online shopping.
Jo Malone London’s Global Brand President, Jo Dancey, stated, “We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence.”
“With the launch of our AI Scent Advisor, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity and creativity to online fragrance discovery.”
The tool is currently available on the brand’s websites in the US and UK, with plans potentially for broader rollout.
This initiative is part of The Estée Lauder Companies’ broader focus on fragrance as a strategic growth category and follows other digital innovations, such as scent-layering tools and social media fragrance filters.
By partnering with Google Cloud, Jo Malone London is leveraging cutting-edge AI to enhance customer experience and gather more profound insights into consumer preferences, further strengthening its digital engagement in a competitive market.
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