J.C. Penney launches new shop-in-shop beauty experience

By

Jennifer Braun

Published
Jul 21, 2021

J.C. Penney unveiled on Tuesday J.C. Penney Beauty with a new, inclusive in-store and online experience set to launch this October.

J.C. Penney Beauty will be a convenient, one-stop-shop that celebrates customers’ unique, authentic beauty, while reflecting customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regime, or budget. 

The shop-in-shop experience was created in partnership with Thirteen Lune, a beauty and wellness e-commerce platform designed to inspire the discovery of beauty brands created by Black and Brown founders, and other notable and inclusive beauty brands. 

The collection of brands and products cross categories and price points spanning makeup, skincare, and fragrance to hair products and styling tools, and will be complemented by the J.C. Penney Salon, one of the largest full-service retail salons in the country, with the most diverse services offered by a chain salon in the U.S.

The new beauty space will include an open-concept floor plan, crisp clean paint, and natural wood tone accents, while knowledgeable sales associates, specially trained to service all skin tones and hair textures, will be on staff. J.C. Penney Beauty will have an equally engaging online shopping experience.

“At J.C. Penney, our customers inspire everything we do. That’s why this new evolution of our beauty offering was created with them in mind,” said Michelle Wlazlo, executive vice president and chief merchandising officer. 

“Recognizing that each customer is uniquely beautiful, we designed J.C. Penney 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.”

J.C. Penney said the new experience was built upon extensive consumer research to thoroughly understand and thoughtfully deliver against how customers shop for their beauty products. 

J.C. Penney Beauty will launch at select J.C. Penney locations across the country and on jcp.com beginning this October, while the nationwide store rollout will begin in fall 2022, with the expansion continuing through 2023.