JCPenney Beauty is on the way, as a mix of mass “masstige” and prestige products developed to address the needs of diverse consumers at a convenient, one-stop-shop.
Indeed, JCPenney’s announced that the new operation will celebrate unique, authentic beauty in an inclusive store and online experience that reflects consumer wants and needs, no matter age, gender, race, skin tone, hair type, personal regime or budget. It will debut in select JCPenney’s stores and on jcp.com in October, the retailer added, with inspiring products and dedicated employees who will welcome, guide and support shoppers in a space that will put them at ease.
As the operation debuts, JCPenney Beauty will include a shop-in-shop experience in partnership with Thirteen Lune and other inclusive beauty brands. Thirteen Lune, a beauty and wellness e-commerce platform, offers brands created by Black and Brown founders developed to resonate with people of all backgrounds, JCPenney noted.
Through the Thirteen Lune partnership and others, JCPenney Beauty will launch a collection of brands and products that cross categories and price points in categories such as makeup, skincare, and fragrance, hair products, and styling tools. JCPenney Salon will act as a support for the new beauty operation particularly as it is among the most diverse chain salons in the United States, the retailer asserted.
The new beauty department will feature an open-concept floor plan, clean paint and natural wood tone accents. Knowledgeable sales associates, specially trained to address all skin tones and hair textures, will provide shoppers with product recommendations and beauty tips and tricks.
JCPenney Beauty will have an equally engaging online shopping experience, the retailer noted, although it didn’t provide details.
After five decades of experience providing beauty products and services, JCPenney indicated that the company is positioning its next generation of beauty based on extensive consumer research analyzing how customers shop their preferences. Insights gained inform everything from JCPenney Beauty’s delineated floor plan and one-stop-shop experience to its inclusive product assortment and provision of helpful beauty experts, the retailer stated.
After the October launch, JCPenney Beauty will continue rolling out across the U.S. in the fall and through 2023.
“At JCPenney, our customers inspire everything we do. That’s why this new evolution of our beauty offering was created with them in mind,” says Michelle Wlazlo, JCPenney evp and chief merchandising officer. “Recognizing that each customer is uniquely beautiful, we designed JCPenney Beauty to be a hyper-inclusive experience where everyone shines. We’ve partnered with like-minded beauty brands to bring this vision to life and ensure everyone is represented.”
