Amazon Salon space
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04/20/2021

Amazon to Open a Haircare and Styling Salon with AR Tech

Amazon is continuing to test its boundaries as an e-commerce retailer with a new, surprising business: Amazon Salon.
Amazon Salon space

The salon will open in Spitalfields, London, and provide hair care and styling services and act as a trial for augmented reality technology for hair consultations and point-and-learn technology.

The technology will enable customers to try out different hair colors on screen, get entertainment through Amazon’s Fire tablets. The point-and-learn technology will allow customers to point to a product they’re interested in on a display, and the information about the product will appear on a display screen. Customers can then scan the QR code on the product to see product details online and order from Amazon for delivery at home.

Executive Summary

Amazon Salon follows Amazon’s expansion into the U.K. beauty market after it launched the Amazon Professional Beauty Salon. The brick-and-mortar step into the salon world reveals that Amazon is willing to try out new services to test emerging technologies. It also offers a glimpse into the potential capabilities of Amazon’s AR and point-and-learn technologies across the retail industry.

The salon, located on Brushfield Street, will be set over two floors and encompass more than 1,500 square feet. Elena Lavagni, owner of Neville Hair & Beauty, an independent salon based in London, will provide haircare and styling services.

“We have designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry,” said John Boumphrey, U.K. Country manager at Amazon. “We want this unique venue to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies.”

Amazon Salon will launch just for Amazon employees at first before opening to the public for bookings “in the coming weeks,” according to the announcement. The salon is located within a five-minute walk from Amazon’s London headquarters.

“This will be an experiential venue where we showcase new products and technology, and there are no current plans to open any other Amazon Salon locations,” the announcement reads.