Estee Lauder teams with Pinterest to visualize scents
A global cosmetics conglomerate is collaborating with Pinterest to translate visual preferences into olfactory suggestions.
The Estée Lauder Companies Inc. and its Jo Malone scent brand are launching what they are calling a first-of-its-kind personalized shopping experience rolling out exclusively on Pinterest in the U.S. and France. Known as “Scent Scanner,” it translates visual preferences from customer Pinterest boards into personalized Jo Malone London fragrance recommendations.
Pinterest users can opt in to connect a Pinterest board from their profile and the Scent Scanner will analyze the visual cues and themes in their saved content to build a personalized set of Jo Malone London scents.
“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, The Estée Lauder Companies. “Scent Scanner demonstrates how we can combine the power of creativity and commerce to make fragrance discovery more relevant and engaging. By partnering with Pinterest, Jo Malone London is bringing Beauty Reimagined to life, by creating a new model for emotionally driven commerce and meaningful consumer connection.”
Pinterest has also been beta testing what it calls a first-of-its-kind visually focused artificial intelligence tool that aids online shopping and discovery. The solution, called Pinterest Assistant, lets users can talk to the tool in natural language with prompts such as, "I need new throw pillows that match my living room décor.”
[READ MORE: Pinterest pilots ‘visual-first’ AI shopping assistant]
Pinterest Assistant will then draw from the user’s saves, boards, collages, as well as content from others with similar tastes, to deliver pillows tailored to their specific design aesthetic.
“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, product marketing & operations, Pinterest. “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.”
The Estee Lauder Companies Inc. sells products in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, and the DECIEM family of brands, including The Ordinary and NIOD.
