First Look: Amazon’s Salon Test Lab

    This article is originally from RIS News.

    Amazon’s new London hair salon will test how new technology can improve the customer experience. Take a look inside.

    Amazon has opened a new high-tech salon in England where it will trial the latest industry technology.

    From augmented reality (AR) hair consultations to point-and-learn tech, Amazon Salon will test out next-gen solutions on Brushfield Street in London’s Spitalfields. Hair care and styling services will be provided by Elena Lavagni, owner of Neville Hair & Beauty, an independent salon based in London, and her team of stylists.

    “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, UK 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.”

    Amazon Salon spans more than 1,500 square feet over two floors where customers will be able to experiment with different virtual hair colors using AR technology, enjoy entertainment on Fire tablets at each styling station and capture their new look in a dedicated creative area.

    The salon will also test new point-and-learn technology, where customers can simply point at professional hair care products for sale on a display shelf and the relevant information, including brand videos and educational content, will appear on a display screen. To order the products, customers can scan the relevant QR code on the shelf to visit the product detail page on and purchase, with delivery direct to their home.

    The salon will initially be open to Amazon employees only, before it opens to bookings for the general public in the coming weeks. 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 company said.

    The salon follows the launch of the Amazon Professional Beauty Store on 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 store offers professionals benefits such as wholesale pricing and invoicing, no minimum order value, fast delivery and more.

    Amazon Salon will also offer a full range of hairdressing services for adults and children, including cut and blow dry, full head highlights, balayage, texturizer treatments, and braids. Amazon has taken various steps to create a safe environment, it said, including providing free face masks and sanitizer, taking temperature checks and reducing the capacity of the salon. Separation screens will divide each styling station, customers will be also required to wear face coverings and equipment will be sanitized after use.

    “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,” said 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. I feel proud to use our 40 years’ experience in the industry to help bring this salon to life.”

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