You Already Told the Algorithm Who You Are. Now It Will Pick Your Perfume.
Estée Lauder's new Scent Scanner reads the images you've pinned and turns your visual taste into a Jo Malone fragrance — the beauty counter's latest move to meet you where your taste already lives.
TL;DR — You've spent years pinning images that quietly describe who you are. Estée Lauder's new Scent Scanner reads that board and turns it into a perfume — moving fragrance discovery from what you can say to what you already love.
A scent is one of the most personal things a person chooses — and one of the hardest to choose through a screen. Estée Lauder's fix is to stop asking and start looking.
Reading taste in pictures
Launched June 17, 2026 with Jo Malone London and Pinterest, Scent Scanner analyzes the imagery, colors and textures on a user's board and returns a curated Jo Malone "fragrance wardrobe," per Cosmetics Business. It's live in the US and France.
| AI Scent Advisor (2025) | Scent Scanner (2026) | |
|---|---|---|
| Input | Written scent descriptions (words) | Your Pinterest board imagery |
| Starting point | Language | Images |
| Platform | Jo Malone channels | Exclusively on Pinterest |
| Output | A scent suggestion | A personalized fragrance "wardrobe" |
| Markets | — | US and France |
The shift underneath
The old way — Jo Malone's 2025 "AI Scent Advisor" — asked you to describe a scent in words. The new way reads the visual language you already speak. "For years, personalization in beauty meant asking people what they wanted," said ELC marketing chief Aude Gandon. "The bigger opportunity is to understand what they already love." It's a small idea with a big assumption baked in: that your taste is legible in your image feed — and monetizable there.
FAQ
What does Scent Scanner do?
It reads the imagery on your Pinterest board and recommends a personalized set of Jo Malone fragrances — launched June 17, 2026 by Estée Lauder, Jo Malone and Pinterest.
Where is it available?
On Pinterest, in the US and France at launch.
How does it differ from the previous tool?
Jo Malone's 2025 AI Scent Advisor matched scents to written descriptions; Scent Scanner uses your visual taste instead.
Why Pinterest?
Because people express taste in images there long before they have the words — which the tool turns into fragrance picks.
Sources: The Estée Lauder Companies, Cosmetics Business, Global Cosmetics News.
Image: Loco Steve, CC BY-SA 2.0, via Wikimedia Commons.
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