The Estée Lauder Companies Inc. and Jo Malone London have launched Scent Scanner, a new experience available exclusively on Pinterest that translates visual preferences into personalized fragrance recommendations. Rolling out in the US and France, the tool analyzes imagery, color palettes, textures, and aesthetics saved by users to suggest specific Jo Malone London scents. This initiative aims to shift the starting point of fragrance discovery from words to images, leveraging the visual nature of Pinterest to create a more relevant consumer journey.

Building on the success of Jo Malone London's AI Scent Advisor introduced in 2025, Scent Scanner allows users to connect a Pinterest board to their profile. With permission, the system analyzes visual cues and themes within the saved content to build a curated fragrance pairing. This approach utilizes the existing visual expressions of personal taste on Pinterest to create a bridge between inspiration and purchase.

Strategic Collaboration and Consumer Engagement

The launch reflects a continued collaboration between The Estée Lauder Companies and Pinterest to develop digital commerce experiences. The partnership focuses on personalized visual discovery and innovative shopping capabilities to engage high-intent fragrance shoppers. By combining creativity and commerce, the companies aim to create a new model for emotionally driven commerce.

"Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging," said Aude Gandon, Chief Digital and Marketing Officer, The Estée Lauder Companies. "By partnering with Pinterest, Jo Malone London is bringing Beauty Reimagined to life."

Technology and Future Showcase

The technology behind Scent Scanner reads the visual language users express on the platform, turning it into fragrance discovery. Pinterest executives noted that users often express their identity through images before they have the words to describe it, making the platform a natural fit for this type of AI-driven personalization.

The companies plan to further showcase their collaboration at the Cannes Lions International Festival of Creativity 2026. 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 during the event.

Bernstein analyst Cristian Rios has initiated coverage on Estee Lauder Cos with a Market Perform rating and announced a price target of $82. The rating reflects a neutral stance on the stock's performance potential relative to the market.

The coverage initiation provides investors with a benchmark for the cosmetics giant's future valuation. Estee Lauder Cos trades on the NYSE under the ticker EL.