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October 1, 2021
JCPenney Unveils New Beauty Department Plans
Posted In: Retail Articles


As it spelled out plans for the company’s new beauty departments, JCPenney also announced where the initial rollout will occur.

JCPenney Beauty, the retailer’s new, inclusive in-store and online operation, reflects customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regimen or budget, JCPenney declared. The new departments will feature more than 170 brands, including, for example, CHI, from tried-and-true favorites to fresh indie finds to BIPOC founded with products ranging from makeup, skincare, haircare and styling tools to fragrance, nail care and bath and body products, with each segment offering a range of price points.

JCPenney Beauty will feature a shop-in-shop experience with flagship partner Thirteen Lune, an inclusive e-commerce site founded by beauty entrepreneur Nyakio Grieco and Patrick Herning, the founder of 11 Honoré, a luxury plus size fashion label.

Based on its consumer research, JCPenney has assembled a product assortment within the mass, masstige and prestige range to distinguish its new beauty department, the company stated. Almost half of the brands in the JCPenney Beauty assortment are masstige brands, the retailer added, the sector tier fueling the most innovation, growth and experimentation, with the other half balanced between mass and prestige brands. 

Consumers can shop JCPenney Beauty at 10 store locations across the country beginning in mid-October and on jcp.com starting Oct. 15, the retailer noted.  The store locations are:

  • Davenport, FL
  • Dearborn, MI
  • Greenville, NC
  • McAllen, TX
  • Mesquite, TX
  • Niles, OH
  • Springfield, MO
  • Saint Cloud, MN
  • Trumbull, CT
  • Whittier, CA

“Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers,” said Michelle Wlazlo, evp and chief merchandising officer, JCPenney, in announcing the beauty plans. “Together with our brand partners, we have reimagined every aspect of our beauty experience, from the highly curated assortment and welcoming space to the integrated loyalty program and all new e-commerce experience. We are incredibly proud to bring JCPenney Beauty to life in stores and online this fall.”

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