Estee Lauder shares rise 5.28% after hours after launching Jo Malone London AI Scent Advisor.

The Estee Lauder Companies Inc. surged 5.28% in after-hours trading following the announcement of the Jo Malone London Scent Advisor, an AI-powered digital tool designed to enhance online fragrance discovery. The innovation, leveraging Google’s Gemini and Vertex AI platforms, aims to replicate the brand’s in-store consultation experience by mapping natural language customer preferences to olfactory data. This launch reinforces Estee Lauder’s strategic focus on fragrance as a growth driver, aligning with the recent opening of its Fragrance Atelier in Paris. The tool’s integration of proprietary data and AI capabilities across Jo Malone London’s digital touchpoints signals a competitive edge in the fast-growing fragrance category, likely boosting investor confidence in the company’s ability to innovate and capture market share.