On April 21, the US e-commerce company Amazon announced that it will open a hair salon in the Spitalfields area of East London, UK, mainly for testing new technologies such as augmented reality hairstyles.
It is reported that this hair salon is called Amazon Salon, initially only open to Amazon employees, “the next few weeks” will be open to the public. Amazon said it will try out “the latest industry technology” in hair salons. This includes an augmented reality application that allows customers to see how different hairstyles and colors look like before deciding to change hairstyles.
Unlike Amazon’s unmanned convenience store Go, Amazon’s development gallery is not intended to enter the beauty and hairdressing industry. The company said in a blog post: “This will be an experiential place to showcase new products and technologies. There are currently no plans to open any other Amazon salons.”
On the contrary, it looks more like a marketing gimmick, intended to show the company’s overall strategy in the fashion and beauty industry. Amazon has been struggling to compete with franchise stores in the beauty and hairdressing industry. Before Amazon developed the gallery in London, it launched Amazon Professional Beauty Salon in the UK, which is an online store that wholesales spa and beauty products to enterprises.
The Amazon Salon will be opened on Brushfield Street, with two floors up and down, covering an area of approximately 465 square meters. In addition to the augmented reality hairstyle application, shoppers can also test “new technologies” such as “click and learn”, that is, “click on the display near their seat to learn more about the product of interest and QR code for payment.” “and many more.