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04/20/2021

First Look: Amazon’s new high-tech hair salon

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

Amazon is entering yet another brick-and-market segment and this one could be the most unexpected to date.

The tech giant will open its first-ever hair salon, in London’s hip Spitafields district,  where it said it will trial the “latest industry technology,” including augmented reality hair consultations that will allow customers to see what a new hair color or style looks like on them before they make the change. Hair care services at the two-floor, 1,500-sq.-ft. Amazon Salon will be provided by a noted London salon. 

“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, 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.”

Featuring a selection of top-selling professional hair care products, Amazon Salon will test new “point-and-learn” technology that will allow customers to point at a product on display and view information on a display screen. To purchase a product, customers can scan the QR code on the shelf which will take them to a product page on Amazon.co.uk, with delivery direct to their home. 

The salon will also offer customers entertainment. Amazon will make its new Fire tablets available at each styling station. 

Amazon Salon will initially be open only to Amazon employees. The general public will be able to books appointments in “coming weeks,” the company said in a blog post. 

Amazon said it currently has no plans to open additional salons, describing Amazon Salon as its latest initiative to support the professional beauty industry.

“This new store gives hair and beauty businesses convenient access to Amazon’s selection of more than ten thousand salon and spa products and supplies, from straighteners and clippers through to curlers and hair dryers,” the company said. “The store offers professionals benefits such as wholesale pricing and invoicing, no minimum order value, fast delivery and more.

Hair care and styling services at Amazon Salon will be provided by Elena Lavagni, owner of the prestigious Neville Hair & Beauty in London.

“I am delighted to be part of this project — the salon combines classic hairdressing services with technology to deliver a completely unique experience for clients,” stated Lavagni. “Our creative team of stylists, whose flair for hair is as intrinsic as their love for technology, will put the client at the heart of everything they do.”