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Amazon's new augmented reality hair salon open for public bookings

Gaelle Walker
03 June 2021

Amazon’s technology-led salon in London is now taking bookings from the public, following a successful trial period with Amazon employees.

The experiential salon, at the heart of Spitalfield’s Market offers customers the opportunity to experience a variety of leading technology, products and services in hair care and styling.

A full range of cutting and care services, from cut and blow dries at £53 to hot scissors at £120 and Keratin treatments at £150, are on offer to clients who pre-book appointments.

The salon team is led by Elena Lavagni, owner of independent London-based salon Neville Hair & Beauty, who also has provided hair services for Paris Fashion Week and the Cannes Film Festival.

A wide variety of colour services, including highlights, balayage and organic colour are also available, with customers able to experiment with different colours using the salon’s augmented reality colour bar before deciding on a new look.

Speaking exclusively to, Lavagni said: “When we use digital technology we want it to be complementary to our stylists expertise and for it to sit naturally within the customer experience – our stylists are the beating heart of the salon.

"As an example, if a client wants to undergo a big transformation, the augmented reality colour bar provides clients with a chance to experiment and explore different looks. The technology helps build confidence, but ultimately each client will still need to seek the advice and expertise of the stylist.

"The same goes for the point and learn technology, the expertise of our stylists is still super important in helping our clients find the right products for them but we're finding the technology helps engage clients with the retail experience at the salon.”

The 'point and learn' technology allows customers to learn more about particular products via interactive shopping displays which show product information, including brand videos and educational content, on a display screen, when pointed at.

Salon customers are also able to purchase products, including items from the Biolage and Redken brands, by using its digital shelves.

To order a product, customers scan the relevant QR code on the shelf to visit the product detail page on and purchase with delivery direct to their home, Amazon locker or other convenient delivery location.


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