What: The e-tailer is investing in beauty, one of the most important categories on its marketplace.

Why is it important: Amazon is venturing in physical retail again.

The e-tailer partnered with an independent salon to open a 1 500 square space hair salon in London to demonstrate its hair care products and technologies. The salon will offer services for adults and children, including cut, colour and styling, and guests will be able to try out hair colours virtually through augmented reality or scan and purchase items on the salon’s shelves.

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

Amazon to Open Beauty Salon in London