Amazon is cutting into the hair styling sector with the opening of its own salon in the UK.
The bricks-and-mortar “experiential” venue is launching in London’s Spitalfields, on Brushfield Street, as a showcase for new products and the latest industry technology.
This includes augmented reality hair consultations to virtually test out a new hair colour, as well as point-and-learn technology where customers can point at a product of interest, and more information about it will appear on a screen.
People will also be able to order products directly from Amazon by scanning QR codes displayed along shelves.
Set over two floors and taking up more than 1,500 square feet, Amazon Salon will initially be available to Amazon staff only but will take bookings from the general public “in the coming weeks”.
Amazon said there are there are “no current plans” to expand the concept to other locations.
John Boumphrey, UK country manager at Amazon, said: “We have designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry.
“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.”
A full range of hair styling services for adults and children will be available, including cut and blow dry, full head highlights, balayage, texturiser treatments, and braids.
Elena Lavagni, owner of London-based Neville Hair & Beauty, will head up the concept.
“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,” she said.
“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.
“I feel proud to use our 40 years’ experience in the industry to help bring this salon to life.”