This massive transformation of our sales and marketing channels has been supported by an equally massive Human Relations transformation with more than 2,000 digital experts recruited, 22,000 people trained and upskilled over the course of four years, and a complete restructuring of the marketing teams and organisations in a new model called marketing 3.0 balancing the focus between our brands and products marketing on one side and our consumer and community management on the other side.
On top of this profound transformation we are also preparing the Group for the future. With the rapid development of new powerful technologies such as voice, augmented reality and artificial intelligence. The way we will discover, test and buy beauty products and beauty brands will totally change in the coming years towards even greater level of services, customisation and personalisation.
This is the reason why L’Oréal acquired its first tech company in 2018, ModiFace, the leader in augmented reality and artificial intelligence based in Toronto. ModiFace and its AR and AI engineers are building the next technologies and business models such as makeup try-ons, hair colour try-ons, AI powered skincare diagnostics, real-time beauty consultations online and all the services that will become strategic gateways to beauty in the years to come.
Thanks to our Digital Services Factory, more than 20 ModiFace services have been deployed into 11 of our brands in 16 countries, showing spectacular uplifts in consumer engagement and conversion rates. By equipping our websites, our points of sales, our apps, those services will create even more personalised relationships with our consumers and allow us to increasingly personalise our product recommendations and our products themselves such as in the case of Le Teint Particulier by Lancôme or Custom D.O.S.E. by SkinCeuticals. Beyond ModiFace, the digital teams continue to be on a constant lookout and quest for the next beauty tech startups and technologies through our numerous partnerships with incubators, accelerators, investment funds (Partech, Founders Factory, Station F, Bold ) and with our very important digital partners such as Google, Facebook, Amazon, Alibaba and Tencent.
A very exciting area of transformation driven by digital technologies is AI and machine learning. These technologies will change a number of our business processes from Research & Innovation to manufacturing, supply chain, commercial strategy, marketing and sales by allowing us to automate certain tasks, such as programmatic media buying, better predict our business in a very volatile world especially with regards to trends prediction, better demand forecasting and better personalise our interactions with our consumers through continual learning algorithms. This is a very exciting area of development and investment to build the future L’Oréal as a beauty tech company powered by data and AI.
As L’Oréal operates now as a digital first business, digital transformation at L’Oréal continues at neck breaking speed, opening up the second phase of the transformation that will make the most of the new wave of digital technologies to continue to improve the consumer experience and grow the business.