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September 19, 2022
JCPenney Beauty Rollout Takes Off

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JCPenney announced that it is rolling out a new beauty merchandising initiative nationwide after a late 2021 initial introduction in stores and online.

The new concept, JCPenney Beauty, will help fill in the gap caused when Sephora decided to break with JCPenney and last year began opening boutique operations at Kohl’s. The focus of the JCPenney Beauty in-store boutiques is cosmetics, but the retailer also is updating its beauty tools assortment, having just introduced Spa Sciences Sima Sonic Facial Exfoliation and Hair Removal System, priced at $29.99, and the Revlon Skin Reviving Roller at $14.49, among other products.

The JCPenney Beauty national rollout builds on a partnership with Thirteen Lune as part of a first-of-its-kind, e-commerce destination initiative developed to inspire the discovery of BIPOC-founded beauty brands, the company noted. As the supplier is a foundation of beauty inclusion, JCPenney will spotlight the Thirteen Lune presence in stores across the country. Products under the brand will comprise roughly 20% of the JCPenney Beauty assortment. The beauty initiative will link operations at the in-store boutiques with more than 600 fully rebranded JCPenney Salons and vast range of private brands and national apparel labels under an umbrella positioning as a one-stop shopping destination for beauty and fashion lovers.

In October, JCPenney will begin expanding its beauty boutiques from the base of 10 brick-and-mortar pilot locations to 300 stores by early next year and 600 stores by spring 2023. The full JCPenney Beauty product assortment is already available at jcp.com. 

The online JCPenney Beauty operation includes virtual makeup try-on and a skincare quiz to help customers find products that suit their unique beauty needs. JCPenney asserted that it is the first department store to simultaneously bring virtual makeup try-on and skincare assessment capabilities to its customers.

JCPenney Beauty and JCPenney Salon provide what the retailer characterizes as a fully integrated experience, with more than 250 unique beauty brands from value priced to prestige across makeup, skincare, fragrance, haircare, salon services, wellness, and styling items. The company pointed out that stores not yet featuring the complete integration will begin previewing top JCPenney Beauty products in time for the holiday season. Since its launch, JCPenney Beauty has onboarded nearly 100 new brands of which more than 60 are BIPOC- and/or female-founded, with dozens more looking to join in the months ahead. Exclusive brands launched or preparing to launch at JCPenney include Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan.

“Inclusivity is core to JCPenney. We exist to celebrate and serve America’s diverse, working families, which is why we are leading the charge to foster beauty inclusivity on a national scale,” said Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs.”

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