Estée Lauder + Pinterest "Scent Scanner": Image-Based AI Fragrance Discovery for Jo Malone
ELC, Jo Malone London and Pinterest launched Scent Scanner (Jun 17, 2026): AI reads a user's Pinterest board imagery → personalized Jo Malone scent set. US + France; successor to the 2025 text-based AI Scent Advisor.
TL;DR — Jun 17, 2026: ELC + Jo Malone London + Pinterest launch Scent Scanner — AI maps a user's Pinterest board imagery (color/texture/aesthetic) → personalized Jo Malone fragrance set. US + France, Pinterest-exclusive. Successor to 2025's text-based AI Scent Advisor. Agentic-commerce / inspiration-to-purchase play.
Old vs new
| AI Scent Advisor (2025) | Scent Scanner (2026) | |
|---|---|---|
| Input | Written scent descriptions (words) | Your Pinterest board imagery |
| Starting point | Language | Images |
| Platform | Jo Malone channels | Exclusively on Pinterest |
| Output | A scent suggestion | A personalized fragrance "wardrobe" |
| Markets | — | US and France |
Signal
- Discovery input shifts words → images; native to Pinterest's high-intent visual taste graph.
- Jo Malone: founded 1994, ELC-owned since 1999, sold in ~150 countries. Source: ELC, Cosmetics Business.
- Aude Gandon, CDMO, ELC: the opportunity is "to understand what they already love — and to meet them where their taste already lives."
FAQ
Core idea?
Image-based AI fragrance discovery from a Pinterest board.
Where?
US + France, on Pinterest.
Vs 2025 tool?
AI Scent Advisor used words; Scent Scanner uses images.
Brand reach?
Jo Malone ~150 countries.
Sources: The Estée Lauder Companies, Cosmetics Business, Global Cosmetics News.
Image: Loco Steve, CC BY-SA 2.0, via Wikimedia Commons.
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