Pure Beauty

First look inside Amazon’s hair and beauty salon

By Becky Bargh | Published: 21-Apr-2021

Retail giant expands services portfolio to include beauty and hair with first-ever London-based salon

Online behemoth Amazon is continuing its unchallenged dominance in retail and services with the expansion of its first-ever hair and beauty salon.

In partnership with independent London salon Neville Hair & Beauty, the 1,500sqft space will offer cut and colour services for adults and children and demonstrate the latest in industry technology.

Located on Brushfield St in the UK capital’s Spitalfields neighbourhood, customers will be able to virtually try on different hair colours, as well as scan and purchase items in-store.

“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, Amazon’s UK Country Manager.

“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.”

First look inside Amazon’s hair and beauty salon

Services will be carried out by Elena Lavagni, the owner of Neville Hair & Beauty, and her team of stylists.

“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,” said Lavagni.

“Our creative team of stylists, whose flair for hair is as intrinsic as their love for technology, will put the client at the heart of everything they do.

“I feel proud to use our 40 years’ experience in the industry to help bring this salon to life.”

The salon has initially launched to Amazon employees only, but will be open for bookings from the general public in the coming weeks.

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