Amazon opens first ever hair salon in London, trialling AR technology while offering haircuts and blow-dries

In the 90s there was the “Rachel”, the next decade brought forth the “Posh bob” or “Pob”, named for Victoria Beckham – now, in 2021, could the “Bezos” be about to take hold?

Not content with dominating the ecommerce market or making inroads in the grocery, convenience and fashion arenas, Amazon is now planning a foray into the realm of hair and beauty.

The online juggernaut has opened a hair salon in London – the company’s first – as its expansion into the bricks-and-mortar retail market continues apace.

Named Amazon Salon, the premises, in east London’s trendy Spitalfields area, is set over two floors, comprising more than 1,500 square feet.

Unveiling its latest business venture, Amazon said the salon will “trial the latest industry technology, from augmented-reality hair consultations to point-and-learn technology”.

It will offer a range of hairdressing services for adults and children, including cut and blow dries, full-head highlights, balayage, texturiser treatments and braids.

Haircare and styling services at the salon will be provided by Elena Lavagni, owner of Neville Hair & Beauty, based in west London’s affluent Belgravia district.

The salon is being billed as a one-off experiential venue that will showcase new products and technology rather than the first of many to appear around the UK.

Currently it is only open to Amazon employees but the company has said that the wider public will be able to book appointments there in the coming weeks.

“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 for 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,” Mr Boumphrey added.

Ms Lavagni said: “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.”

Hairdressers and barbers were permitted to reopen in Wales on 15 March, in Scotland on 5 April and in England on 12 April.