After launching its AI Scent Advisor last year, British luxury fragrance brand Jo Malone London is back with more.

Announced this week alongside its parent company, Jo Malone London has launched “Scent Scanner,” a tool that provides personalized product recommendations based on an analysis of users’ saved content from visual search and discovery platform Pinterest. The new digital service is rolling out in the United States and France.

“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,” said Aude Gandon, chief digital and marketing officer at The Estée Lauder Companies, in a statement.

“Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging,” Ms. Gandon said. “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.”

From moodboard to scent
Available first in two markets, Scent Scanner invites Pinterest users to connect an existing board.

Reviewing pinned imagery, color palettes, textures, destinations, rituals and aesthetics, it then creates a curated pairing of Jo Malone London scents matched to that individual’s taste — no words required.

“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,” said Jo Dancey, global brand president at Jo Malone London and lifestyle fragrance leader at The Estée Lauder Companies, in a statement. 

“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.”

Scent Scanner follows the release of the Estée Lauder Cos.-owned brand’s AI Scent Advisor, introduced in 2025 (see story).

The former service began with a written description of the fragrance a customer is seeking, while the new format takes its cues from existing visual behavior.

Leaders from Estée Lauder Cos. and Pinterest will preview the project during the 2026 Cannes Lions International Festival of Creativity.