Jo Malone London is tapping into the fragrance discovery trend in an innovative way.

The brand is launching Scent Scanner, an AI-powered experience available exclusively on Pinterest 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.

While Jo Malone London’s AI Scent Advisor, introduced in 2025, 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.

In an interview, Aude Gandon, chief digital and marketing officer at the Estée Lauder Cos., parent of Jo Malone London, said: “We have been thinking of how we can continue to evolve the way we help consumers to find the fragrances. It’s always difficult to choose a fragrance if you can’t smell it. Scent Finder is a way to help guide consumers to what they like.

“Pinterest is all visuals, and people usually start to put in visuals how they feel the emotions, the inspiration before they can even voice it with words, and so we felt that there was no better combination than the Pinterest visual world, and how people express themselves through the different kind of pins that they’re doing, and their boards, and what we had created with Jo Malone London Scent Finder,” she continued.

From Pinterest’s perspective, Julie Towns, vice president of product marketing and operations, said: “People come to Pinterest to picture the life they want, and they tell us who they are in images long before they have the words for it. Scent Scanner reads that visual language and turns it into fragrance discovery that feels less like searching and more like being known. It’s a natural next step for a platform people use to dream, discover and do.”

Gandon indicated that this could be rolled out across the Estée Lauder Cos. “Hopefully consumers are going to love it, and they’re going to play with it, and if they do, and if they enjoy the experience, we absolutely will roll it out in the rest of our fragrance portfolio.” 

As for the fragrance boom, she believes it still has legs.

“We continue to see the growth, both in prestige and luxury,” she said, noting in addition to Gen Z discovering different types of fragrances, luxury and prestige fragrances are growing in popularity in Asia as well as in the Middle East. 

The Estée Lauder Cos.’ fragrance net sales increased 10 percent in the third quarter.

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