Amazon Launches Innovative Salon in London

This morning, Amazon revealed plans to inaugurate Amazon Salon, the company’s inaugural hair salon. This venture serves as a platform for Amazon to evaluate emerging technologies with the broader public.

Located on Brushfield Street in London’s Spitalfields, the salon will span over 1,500 square feet. Amazon intends to initially assess the application of augmented reality (AR) and a “point-and-learn” system.

Point-and-Learn Technology

The “point-and-learn” technology enables customers to direct their attention towards products displayed on shelves. This action triggers the appearance of informative videos and content on a nearby display screen, providing detailed product information.

Customers can then easily acquire these products by scanning the associated QR code located on the shelf. This directs them to the Amazon.co.uk website, where they can add the item to their shopping cart and proceed with checkout.

Augmented Reality Hair Color Trials

The salon’s AR technology will allow patrons to virtually experiment with various hair colors. This feature provides a risk-free way to preview different shades before committing to a permanent change.

Expanding Retail Innovation

Amazon has already made significant inroads into physical retail, including convenience stores and the grocery sector. The company continues to pioneer new technologies such as cashierless checkout systems, intelligent shopping carts, and biometric identification methods.

However, it remains uncertain whether Amazon aspires to become a long-term player in the salon industry. It appears the salon will primarily function as a testing environment for innovations.

These technologies are likely intended for sale to other retail businesses or potential implementation within Amazon’s own stores. Furthermore, Amazon may leverage data gathered from AR experiences to enhance its online shopping platform.

A Venue for Experiential Technology

Amazon characterizes the salon as an “experiential venue” dedicated to showcasing new products and technologies. Currently, there are no further plans to establish additional salon locations.

To facilitate this project, Amazon has collaborated with Elena Lavagni, the owner of Neville Hair & Beauty Salon. Lavagni and her team bring experience from providing hairdressing services at high-profile events like Paris Fashion Week and the Cannes Film Festival.

Data Collection and Privacy Considerations

While Amazon has not specified the types of data it will collect, it is evident that the salon aims to gather insights into the practical application of new retail technologies.

The collection of customer images for the hair color virtual try-on feature raises concerns regarding data usage. Will the data solely be used for technology refinement, or will it be utilized for other purposes?

Amazon’s history with technologies like facial recognition and biometrics is noteworthy. Past activities include providing facial recognition services to law enforcement and facing data privacy lawsuits.

Its Ring camera division continues to collaborate with police departments. Transparency is crucial; customers should be informed if they are participating in a research project, beyond simply enjoying new technology.

Amazon stated it isn’t collecting customer data through the AR experience, but did not address inquiries about the collection of non-personal data.

Limited Initial Access

Similar to other Amazon physical stores, the salon will initially be accessible to Amazon employees. Bookings will then be extended to the general public in the coming weeks.