After a successful pilot program, J.C. Penney is expanding its inclusive beauty concept to all of its stores.
The department store company currently has 10 pilot locations operating J.C. Penney Beauty and intends to expand to 300 stores by early next year and 600 stores by spring 2024.
One pilot store is already open at La Plaza Mall in McAllen.
The move will replace Sephora shops-within-stores which migrated to Kohl’s. Sephora was an important driver of foot traffic to J.C. Penney’s mall locations but dwindling numbers of shoppers at all malls meant Sephora officials thought they could do better elsewhere.
J.C. Penney Beauty has introduced around 100 new brands, more than half of which are female- and minority-owned, officials say.
“By creating a fully ownable beauty experience, J.C. Penney can quickly adapt and respond to our customers’ wants and needs,” Michelle Wlazlo, executive vice president and chief merchandising officer at J.C. Penney, said in a statement. “Last year’s preview launch allowed us to learn from our customers and evolve the J.C. Penney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”
J.C. Penney execs say the online J.C. Penney Beauty experience includes a virtual makeup try-on and skin-care quiz to help customers find products for unique beauty needs. They say it is the first department store to simultaneously bring both virtual makeup try-on and skin-assessment options to customers.
J.C. Penney has also provided education to over 3,000 beauty associates and 5,000 stylists so they have an understanding of beauty needs for persons with different skin tones and hair textures.
