ELC & Jo Malone London Turn Visuals into Fragrances

The Estée Lauder Companies and Jo Malone London launched the Scent Scanner, a first-of-its-kind experience available exclusively on Pinterest and rolling out in the U.S. and France. 

The experience translates the visual preferences people have expressed across their Pinterest boards into personalized Jo Malone London fragrance recommendations.

The Scent Scanner builds on the success of Jo Malone London’s AI Scent Advisor, introduced in 2025. Scent Scanner offers a new way for consumers to find their personalized scent, shifting the starting point from words to images. 

Aude Gandon, Chief Digital and Marketing Officer, ELC, said,

“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. Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging. By partnering with Pinterest, Jo Malone London is bringing Beauty Reimagined to life, by creating a new model for emotionally driven commerce and meaningful consumer connection.”

On Pinterest, personal taste is already expressed visually through the images people save and curate. Scent Scanner transforms those visual expressions into fragrance recommendations, creating a new bridge between inspiration and purchase.

While the AI Scent Advisor invited consumers to describe the scent they were seeking, Scent Scanner reads visual inspiration, imagery, color palettes, textures, destinations, rituals, and aesthetics to suggest fragrances suited to each individual.

Jo Dancey, Global Brand President, Jo Malone London and Lifestyle Fragrance at ELC, added,

“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. 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.”

The companies will further showcase their collaboration at Cannes Lions International Festival of Creativity 2026, where leaders from Pinterest, The Estée Lauder Companies and Jo Malone London will discuss the evolving role of AI, personalization and visual discovery in consumer experiences.

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