Sales are up by as much as 30% in some emerging economies, thanks to L'Oréal's global approach to R&D.

This article titled “L’Oréal goes behind the bathroom door” was written by Zoe Wood, for The Guardian on Monday 25th April 2011 15.58 UTC

With her matted hair and dated makeup, Peggy is on the shelf. The shelf in question is in L’Oréal’s hi-tech haircare research laboratory, hidden away in the lugubrious Paris suburb of Clichy.

Peggy, the scientists’ nickname for Girls’ World-style dolls’ heads, has been usurped by “les robots”, a glistening row of machines that can simulate everything from a shampoo and blowdry at the hairdresser’s to a trip to the beach, complete with UV exposure and dunk in the sea.

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