Positioning within Estée Lauder’s fragrance strategy
Jo Malone London is bringing AI into the fragrance aisle, launching an AI-powered Scent Adviser built with Google Cloud on its U.S. and U.K. websites .
The tool invites shoppers to describe scents in their own words and then matches those preferences with tailored perfume recommendations, aiming to make online fragrance discovery feel more like an in-store consultation.
an intuitive, conversational journey rather than rigid filters or drop-down menus. Customers describe the kind of scent they are drawn to—either for themselves or as a gift—and the adviser translates that language into fragrance suggestions from the Jo Malone London portfolio.
Behind the scenes, the tool uses Google’s Gemini and Google Cloud’s Vertex AI platform to interpret natural-language responses and map them to Jo Malone London’s olfactory data, generating expert-informed recommendations in real time.
Solving the “no testers online” problem Jo Malone London and parent company The Estée Lauder Companies frame the launch as a response to one of fragrance e-commerce’s biggest hurdles: the lack of sensory cues when shopping online.
Without the ability to smell or spritz, first-time buyers in particular often struggle to choose a scent with confidence…
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