JCPenney Expands JCPenney Beauty Presence With Nationwide Launch

JCPenney announced its plans to bring JCPenney Beauty to its stores nationwide following the initial launch of the in-store beauty experience in Fall 2021 and its recent online expansion.

Beginning in October 2022, JCPenney Beauty will expand from its 10 brick-and-mortar pilot locations to 300 stores by early 2023 and 600 stores by spring 2023. The expansion of JCPenney Beauty and continued exclusive partnership with Thirteen Lune is the next step in the retailer’s commitment to make hyper-inclusive beauty easily accessible online and in stores nationwide.

The nationwide launch builds on the flagship partnership with Thirteen Lune, a first-of-its-kind e-commerce destination designed to inspire discovery of BIPOC-powered beauty brands that resonate with people of all races. The presence of Thirteen Lune, which champions the beauty of inclusion, is highlighted in stores across the country and comprises approximately 20% of the JCPenney Beauty range. JCPenney Beauty celebrates the unique selves of its diverse customers by making comprehensive beauty products universally accessible across range, availability and price point. Along with its more than 600 fully rebranded JCPenney salons and a wide selection of private and national clothing, JCPenney offers the ultimate one-stop shopping destination for beauty and fashion lovers. The company has also introduced Olaplex to JCPenney’s salon services and in-store retail.

“Inclusivity is at the core of JCPenney,” said Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “We exist to celebrate and serve America’s diverse, working families, which is why we lead the initiative to advance the inclusivity of beauty nationally. By creating a completely proprietary beauty experience, JCPenney is able to quickly adapt and respond to our customers’ wants and needs. Last year’s preview launch allowed us to learn from our customers and continue to evolve the JCPenney beauty experience as it expands nationwide and online, differentiating it from all other beauty retail experiences.”

A look inside

JCPenney’s new online beauty experience includes a virtual makeup try-on and skincare quiz to help customers find products for their unique beauty needs. JCPenney is among the first department stores to offer customers both virtual makeup try-on and skincare review capabilities. JCPenney Beauty is fully integrated with the JCPenney Rewards program, offering even more rewards for beauty purchases, the company said. Also included is a newly launched virtual makeup try-on and skincare quiz to help customers find products for their unique beauty needs.

JCPenney Beauty and JCPenney Salon now offer a fully integrated experience with more than 250 unique beauty brands – from budget to premium – for makeup, skincare, fragrance, haircare, salon services, wellness and styling products. Since launch, JCPenney Beauty has welcomed nearly 100 new brands, with more than 60 founded by BIPOC and/or women, and dozens more looking to join in the coming months. The hyper-inclusive range includes exclusive brands and products only found at JCPenney Beauty, including Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan (launching 2023).

Forge meaningful partnerships

As part of its commitment to strengthening representation in the beauty industry, JCPenney Beauty is anchored by key partnerships with like-minded beauty companies. Together, JCPenney Beauty and Thirteen Lune work to support discovery of diverse beauty brands, dispel the myth that BIPOC-founded brands are only for people of color, and promote beauty inclusivity. The Thirteen Lune lineup at JCPenney Beauty has doubled since last fall, growing to approximately 65 BIPOC-founded and affiliated brands, including EleVen by Venus Williams, MinttyMakeup, Buttah, Monika Blunder, Wander Beauty, NCLA Beauty and Vamigas.

JCPenney has also worked closely with Landing International, a technology platform serving independent and minority-owned beauty brands, to provide entrepreneurial beauty founders and brands with a nationwide retail opportunity. JCPenney has prioritized the onboarding of indie and k-beauty brands like CosRx, Hanskin, I Dew Care and Neogen, which continue to be a source of breakthrough beauty innovation. Through these meaningful partnerships, JCPenney offers emerging beauty brands retail opportunities at scale and the ability to educate and engage with JCPenney’s customer base.

Education has always been at the core of JCPenney’s exceptional customer experience, in both its beauty and salon divisions. To ensure each customer is supported with tailored recommendations, JCPenney has trained more than 3,000 dedicated beauty staff and 5,000 stylists with knowledge of products and beauty needs for different skin tones, hair textures and more. The retailer has also worked with Nyakio Grieco and other brand founders to personally train JCPenney Beauty staff and ensure a deep understanding of the products.

Building on its commitment to making everyone feel beautiful, JCPenney Beauty partners with non-profit organization HairToStay to raise awareness and fund hair-preserving, scalp-cooling treatments for low-income cancer patients undergoing chemotherapy. In honor of Breast Cancer Awareness Month, JCPenney will make a $50,000 direct donation and conduct educational and fundraising initiatives for clients, staff and stylists at the JCPenney salon.

The full line of products is now available at jcp.com. Stores that don’t yet have the full experience will get a preview of the best JCPenney Beauty products in time for the holiday season.

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