JCPenney to roll out beauty shops chainwide

 JCPenney is taking its new expanded beauty concept nationwide.

The department store retailer will roll out “JCPenney Beauty” shops to 300 stores by early 2023 and another 600 stores by spring 2023.  The rollout follows the initial introduction of the concept to 10 pilot locations in fall 2021 and its recent online expansion.

The rollout comes as Penney competitors Target and Kohl’s have both dived deep into beauty. Target is opening in-store Ulta Beauty departments in its stores. Kohl’s recently said it would expand its partnership with Sephora to open in-store Sephora Shops in all its stores.

Featuring a delineated floor plan, JCPenney Beauty is designed to provide a one-stop-shop experience. Beauty experts will be trained to guide customers through needs such as finding the right shade or giving a tutorial on the latest new tool. More than 170 brands are featured.

The national expansion builds on Penney’s partnership with Thirteen Lune, an e-commerce site for beauty brands created by black and brown founders. Thirteen Lune’s presence will be spotlighted in stores and comprises roughly 20% of the JCPenney Beauty assortment

“Inclusivity is core to JCPenney,” said Michelle Wlazlo, executive VP and chief merchandising officer, JCPenney. “We exist to celebrate and serve America’s diverse, working families which is why we are leading the charge to foster beauty inclusivity on a national scale.  “By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. Last year’s preview launch allowed us to learn from our customers and evolve the JCPenney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”

The new online JCPenney Beauty experience includes a virtual makeup try-on and skincare quiz to help customers find products for their unique beauty needs. JCPenney is the first department store to simultaneously bring both virtual makeup try-on and skincare assessment capabilities to its customers. Furthermore, customers will be excited to learn that JCPenney Beauty is fully integrated within the JCPenney Rewards program, offering more rewards than ever for beauty purchases.