Amazon opens beauty salon in London

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Amazon Salon in London. Amazon

The internet juggernaut teamed up with an independent London salon, Neville Hair & Beauty, to open a 1,500-square-foot hair salon in the London borough of Spitalfields to showcase its hair care products and technologies. The salon offers adult and pediatric services including cutting, coloring and styling, and guests can try out hair colors virtually through augmented reality or scan and purchase items on the salon shelves.

The salon will initially only be open to Amazon employees, and the company said there are currently no plans to open additional locations.

Amazon is investing in beauty, one of the most important categories in its market, and said the salon supports the recent opening of a professional beauty salon on its platform in the UK, designed to sell salon products and tools. It has opened other retail formulas in the past, including supermarkets and stores with highly rated Amazon products.