Amazon opens first hair salon in London in attempt to test new technologies and sell more beauty products –

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Amazon Salon in London will initially serve company employees before opening to the general public. (Photo from Amazon)

Hold on to your hats, Amazon opens its first hair salon in London.

It’s another new line of business for the Seattle-based tech giant and is designed to test beauty industry innovations, such as augmented reality consultations, while pointing customers to products it sells online.

Amazon Salon is located in Spitalfields, a fashionable district in London’s East End, the company said in a blog post on Tuesday. The 1,500-square-foot space is spread over two floors and will initially be open only to Amazon employees. General reservations for the public will begin in the coming weeks, the company said.

A team of stylists from London-based Neville Hair & Beauty Salon will provide a wide range of hair care and styling services.

Augmented reality is used to display hair color options on Amazon Salon. (Photo from Amazon)

Like its move into the brick-and-mortar grocery business, which Amazon is also making in London, the salon concept will feature technology aimed at bolstering the experience and selling more products.

Clients will be able to use AR to experiment with different hair colors and eventually capture their new look in a dedicated creative area. With new “point and learn” technology, customers can point to a product of interest to them on a display shelf and relevant information, including brand videos and educational content, will appear on a screen. Customers can scan a QR code to visit the product detail page on and make a purchase. Amazon Fire tablets will be provided for entertainment at each styling station.
Amazon Salon customers can point to a product using point-and-learn technology to display more information on one screen. (Photo from Amazon)

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The salon is also a way to drive more traffic to the Amazon Professional Beauty Store on its UK site, where it caters to beauty professionals with thousands of salon and spa products.

“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, Amazon UK Country Manager, in a statement. “We want this unique place to bring us one step closer to customers, and it will be a place where we can collaborate with industry and test new technologies.”

Amazon said there are no current plans to open other Amazon Salon locations.

(Photo from Amazon)


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