Jo Malone London’s new artificial intelligence (AI)-powered fragrance advisor tool is aiming to address the “sensory cues” missing in online scent shopping.
The tool leverages advanced AI technology with the fragrance house’s scent expertise to create a “personal” and “playful” digital recreation of the brand’s signature in-store consultation experience.
Jo Malone London’s Scent Advisor has been built by parent company Estée Lauder Companies’ (ELC) AI and Innovation teams, combining proprietary data, brand expertise and AI capabilities of Google Cloud to “enhance the beauty experience across touchpoints”.
The launch leans into the trend of language-based scent matching to create even more personalised perfume journeys, with artificial intelligence (AI) leading this reshape of fragrance retail – as reported on by Cosmetics Business back in July.
Jo Malone London’s Scent Advisor tool works by asking customers to describe the kind of scent they are looking for in their own words – whether this is for themselves or as a gift.
Using Google’s Gemini and Google Cloud’s Vertex AI platform, the chat then interprets natural language responses and maps them to Jo Malone London’s olfactory data attributes to generate bespoke fragrance recommendations.
“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” said Jo Dancey, Global Brand President, Jo Malone London.
“With the launch of our AI Scent Advisor, we are strengthening the way consumers explore scents, bringing the Jo Malone London spirit of curiosity and creativity to online fragrance discovery.
“This smart advisor lets people describe in their own words what they are drawn to and translates that into meaningful, tailored scent recommendations.
“It is designed to feel like having one of our fragrance experts at your side, wherever you are.”
Jo Malone London’s Scent Advisor is available on the brand’s UK and US websites.
The tool is the latest move by the fragrance player to enhance its digital innovation and personalised experiences, while also tapping into the nostalgia of the brand – having recently launched a Scent Layering tool and TikTok fragrance filter.
Jo Malone London’s Scent Advisor
Jo Malone London’s Scent Advisor “marks a pivotal step in ELC’s ongoing commitment to leveraging technology to elevate consumer experiences,” commented Brian Franz, Chief Technology, Data & Analytics Officer, ELC.
“It reimagines what personalised digital experiences can feel like while unlocking deeper insights into our consumers and their preferences.
“By powering AI-driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”
ELC is reaffirming fragrance as a key strategic growth driver for the company, having recently launched its new Fragrance Atelier in Paris, France, to double down on luxury perfumes.
The investment in the site will help the beauty giant continue to accelerate its momentum in the fast-growing fragrance category.
Jo Malone London is not the only beauty brand investing in AI to enhance its business.
Medik8 is using the technology to create images and videos for its marketing campaigns, while L’Oréal is accelerating its use in the company’s operations, products and technology.
Big players Target, Glossier and Skims are all investing in ChatGPT too, seeing shopping via AI-powered chatbots as the future of beauty.
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