JCPenney rolls out beauty training app for employees

JCPenney is implementing mobile training for its in-store beauty advisors.

The department store retailer, which debuted JCPenney Beauty as an inclusive in-store and online destination designed to serve a diverse range of skin tones and hair types in 2021, is partnering with BeautyFluent powered by Landing International to help educate its beauty advisors.

JCPenney will provide employees access to a BeautyFluent iPad app designed to help them learn about products and selling tips, as well as to guide customers to the most appropriate products. The app will be available as a resource on JCPenney's in-store iPads at locations nationwide.

[Read more: JCPenney dedicates homepage to beauty – for 48 hours]

"By bringing this exciting technology into our stores, we're putting the power of beauty education at the fingertips of our associates.,” said Michelle Wlazlo, executive VP, chief merchant at JCPenney. “This will ensure that every JCPenney Beauty customer that walks through our doors will receive superior service as they discover their new favorite beauty products.

"With hundreds of products in a single store, it's challenging for beauty advisors to remember every single one,” added cate customers and guide them to products they'll keep coming back for."

JCPenney Beauty – a primer

JCPenney Beauty is designed to meet customer beauty wants and needs, regardless of age, gender, race, skin tone, hair type, beauty regime, or budget. The omnichannel concept offers a mix of mass, “masstige,” and prestige products. The retailer built its new concept upon consumer research to understand and deliver against how customers shop for beauty products.

JCPenney applies AI, AR to skincare

Other moves JCPenney has made to bolster its presence as a digital beauty retailer include a collaboration with digital branding company Revieve to launch a collection of digital makeup and skincare offerings. 

The JCPenney Skincare Advisor tool leverages Revieve's proprietary Skin Diagnostics technology and AI-powered product recommendations as a seamless, end-to-end experience in which consumers can find a personalized skincare routine based on a selfie.

JCPenney is also offering an AR-based virtual makeup try-on feature.

Headquartered in Plano, Texas, JCPenney operates more than 650 stores across the U.S. and Puerto Rico.