JCPenney has announced plans to debut JCPenney Beauty in stores nationwide after first introducing the retailer-owned beauty experience in fall 2021 and recently expanding online.
Beginning in October 2022, JC Penny Beauty will expand from a pilot of 10 brick-and-mortar stores to 300 stores by early 2023 and 600 stores by spring 2023. The expansion of JC Penny Beauty and its continued exclusive partnership with Thirteen Loon is the retailer’s commitment to making hyper-inclusive beauty readily available online and in stores nationwide.
The national rollout builds on a flagship partnership with Thirteen Lune, a first-of-its-kind e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands that resonate with people of all colors. . Advocating the beauty of inclusion, Thirteen Lune’s presence has been spotlighted in stores nationwide, accounting for approximately 20% of the JCPenney Beauty assortment. JCPenney Beauty celebrates the unique selves of its diverse clientele by making comprehensive beauty products widely available through assortment, availability and price points. Combining over 600 fully rebranded JC Penney salons with a wide range of private and national apparel, JC Penney offers beauty and fashion lovers the ultimate one-stop his shopping destination.
Michelle Wlazlo, executive vice president and chief merchandising officer at JCPenney, said: “We exist to celebrate and serve America’s diverse, hardworking families, which is why we lead the charge in promoting beauty inclusion on a national scale. JCPenney is able to quickly adapt and respond to customers’ wants and needs by creating completely personalized beauty experiences.Last year’s preview launch helped us learn from our customers and expand nationally and online. Over time, we’ve been able to evolve the JC Penney Beauty experience and make it different from other beauty retail experiences.”
The new online JCPenney Beauty experience includes a virtual makeup try-on and skincare quiz to help customers find products that meet their unique beauty needs. JCPenney is he one of the first department stores to offer customers both a virtual makeup try-on feature and a skincare evaluation feature. JCPenney Beauty is fully integrated into his JCPenney Rewards program, offering even more rewards for beauty product purchases.
JCPenney Beauty and JCPenney Salon now offer a fully integrated experience with over 250 unique beauty brands (from affordable to prestige) across makeup, skincare, fragrance, hair care, salon services, wellness and styling products. I’m here. Since launch, JCPenney Beauty has embraced nearly 100 new brands, more than 60 of which were founded by his BIPOC and/or women, with dozens of brands expected to join in the coming months. The ultra-comprehensive assortment includes exclusive brands and products found only at JCPenney Beauty, including Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan (launching 2023).
Building meaningful partnerships
As part of our commitment to strengthening our representation in the beauty industry, JCPenney Beauty is underpinned by key partnerships with like-minded beauty companies. JCPenney Beauty and Thirteen Lune have teamed up to help discover diverse beauty brands, dispel the myth that BIPOC-founded brands are only for people of color, and promote beauty inclusivity. Thirteen Lune’s assortment at JCPenney Beauty has doubled since last fall, with nearly 65 brands founded and affiliated with BIPOC, including EleVen by Venus Williams, MinttyMakeup, Buttah, Monika Blunder, Wander Beauty, NCLA Beauty and Vamigas. brand.
JCPenney also works closely with Landing International, a technology platform that serves independent and minority-owned beauty brands, to provide national retail opportunities for entrepreneurial beauty founders and brands. increase. JCPenney has prioritized onboarding indie and K-Beauty brands such as CosRx, Hanskin, I Dew Care and Neogen. These brands continue to be a source of pioneering innovation in beauty. Through these meaningful partnerships, JCPenney provides emerging beauty brands with significant retail opportunities, as well as the opportunity to educate and engage JCPenney’s customer base.
Education has always been central to JCPenney’s superior customer experience in both the beauty and salon spaces. To ensure that every customer is supported with customized recommendations, JCPenney has his 3,000+ dedicated beauty associates and his 5,000+ stylists working with a wide variety of skin tones, hair textures, and skin tones. We provide product and beauty needs knowledge for and more. The retailer also works with Nyakio Grieco and other brand founders to personally educate JCPenney Beauty employees to ensure a deep understanding of the product.
Based on its commitment to making everyone feel beautiful, JCPenney Beauty has partnered with the non-profit HairToStay to create hair preservation and scalp care for low-income cancer patients undergoing chemotherapy. Raises awareness and funds for cooling therapy. In honor of Breast Cancer Awareness Month, JCPenney will make a direct donation of $50,000 to provide education and fundraising for customers, employees and JCPenney Salon stylists.
The complete product assortment is now available at jcp.com. Stores that haven’t yet delivered the full experience will be given a preview of his top JCPenney Beauty products just in time for the holidays.