Amazon opened its first hair salon in London with augmented reality.


Amazon opened its first hair salon in London with augmented reality.

Customers will be able to see the result before dyeing, among other innovations.

Amazon this week presented its first hairdresser located in the city of London, in England. The beauty salon will serve as space for Jeff Bezos' company to test technologies, such as augmented reality (AR) and "point & learn" (that is, point and learn), to point out products with the cell phone on a counter, for example, and get more information through videos or interact with that content.

The barbershop Amazon Salon has two floors and is located in London's Spitalfields neighborhood. Haircare and styling services will be provided by Elena Lavagni, owner of Neville Hair & Beauty, an independent salon based in London, the company reports on its official blog.

We want this unique space to be a step closer to our customers, and it will be a place where we can collaborate with industry and test new technologies, said John Boumphrey, Amazon UK manager. Thus, in this new technological beauty salon, customers will experiment with different virtual hair colors using AR technology through Fire tablets (from the company) at each styling station.

The show will also test new "point and learn" technology. People can identify a product that interests them on the display shelf and related information, including branded video and educational content, that appears on a display screen.

To order these products, customers can scan the corresponding QR code on the shelf to visit the web with the details at and buy, with delivery direct to their home. It is a hybrid experience, as it is a type of eCommerce with presence, contact with the product, and first-hand attention, but with the logic of Amazon.

On the other hand, the store's mirrors have a company tablet embedded to show people how they would look with hair of a certain color, showing the range of different shades using a front camera positioned in front of the customer.

In the coming weeks, the salon will be open to Amazon employees, through bookings, to the general public. According to the company, there are no plans to open other locations of this type of store.

According to the company, this initiative is designed to support the professional beauty industry, also online with the Amazon Professional Beauty Store in the United Kingdom, a new store aimed at beauty companies to access and select more than 10,000 products and supplies for hairdressers and spas.

Some of the innovations that Amazon is carrying out in stores, supermarkets, and other physical retailers are cashier-less checkouts, smart grocery carts, and biometric systems. However, it is not yet clear how the company wants to grow in the beauty business.

This type of initiative will largely serve as a testing ground for new technologies that the company is likely to want to sell to other retail customers in the future or perhaps implement in its own stores. Regarding augmented reality, it will allow you to collect data on customer experiences. The company has not detailed what kind of data it will collect from people who attend the show.