Estée Lauder Companies announced on December 2, 2025 that its Jo Malone London brand has launched an AI‑powered Scent Advisor on the JoMalone.com website in the United States and United Kingdom. The new digital experience uses Google Cloud’s Gemini and Vertex AI platform to interpret customers’ natural‑language descriptions of desired scents and map them to Jo Malone’s extensive olfactory data, delivering personalized fragrance recommendations in a conversational format.
The launch is a key element of Estée Lauder’s “Beauty Reimagined” strategy and its Profit Recovery and Growth Plan (PRGP). It follows the opening of a Fragrance Atelier in Paris that integrates AI and neuroscience to accelerate scent creation, and it is designed to replicate the in‑store experience digitally, thereby deepening direct‑to‑consumer engagement and supporting the company’s focus on high‑margin fragrance growth.
Jo Malone’s Global Brand President, Jo Dancey, said the advisor “bridges curiosity and confidence,” allowing customers to describe what they are drawn to and translating that into tailored recommendations. CEO Fabrizio Freda highlighted that the PRGP has driven margin expansion even as net sales declined, and that the AI initiative supports the company’s emphasis on fragrance as a growth engine. Chief Technology Officer Brian Franz added that the innovation “marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences and unlock deeper insights into consumer preferences.”
Estée Lauder’s Q1 FY2025 financials provide context for the launch: net sales fell 4% to $3.36 billion, and the company posted a net loss of $156 million, or $0.43 per share, compared with a $31 million profit in the prior year. The company withdrew its full‑year 2025 outlook amid macro headwinds in China and Asia travel retail, signaling caution. Despite these challenges, fragrance remains the only growing division, with Jo Malone London contributing incremental growth.
Investors have responded positively to the AI launch and the Paris atelier, citing the company’s focus on innovation and the expanding fragrance segment. However, concerns about ongoing macro headwinds and the withdrawal of guidance temper enthusiasm. The AI advisor is expected to strengthen customer engagement and drive incremental sales, but its impact will be measured against the broader financial performance and the company’s ability to navigate market uncertainties.
The AI‑powered Scent Advisor represents a significant step in Estée Lauder’s digital transformation, reinforcing its strategy to combine technology with fragrance expertise. While the launch signals progress, the company’s financial challenges underscore the need for disciplined execution and continued investment in high‑margin growth areas.
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