Estée Lauder and Pinterest launch fragrance tool tied to visual boards

The Estée Lauder Companies (NYSE: EL) and Jo Malone London have launched a tool called Scent Scanner, available exclusively on Pinterest, that analyzes users' saved images to generate personalized fragrance recommendations.

The experience is rolling out in the United States and France. With user permission, the tool scans a connected Pinterest board and reads visual cues — including color palettes, textures, destinations, and aesthetics — to suggest a curated set of Jo Malone London scents.

Scent Scanner follows Jo Malone London's AI Scent Advisor, introduced in 2025, which asked users to describe a desired scent in words. The new tool shifts that starting point from text to imagery.

"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.

"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," said Julie Towns, VP of Product Marketing and Operations at Pinterest.

The Estée Lauder Companies and Pinterest said they plan to discuss the collaboration at the Cannes Lions International Festival of Creativity 2026, where representatives from both companies and Jo Malone London are scheduled to speak about AI, personalization, and visual discovery.

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