J.C. Penney set to reveal new beauty concept embracing diversity
American department store chain, J.C. Penney, has announced the launch of a new beauty strategy that includes the introduction of a refreshed beauty concept called "JC Penney Beauty." This move is part of the retailer's broader effort to modernize and diversify its offerings, attracting more customers and challenging outdated perceptions.
The new beauty concept, set to roll out in 10 stores starting mid-October and online, will offer a broad assortment of beauty products from over 170 labels, including some exclusive to J.C. Penney. The assortment will span across makeup, skincare, haircare, styling tools, fragrance, nail care, and bath and body categories.
To broaden its product portfolio, J.C. Penney has partnered with Thirteen Lune, a beauty marketplace focused on inclusive and diverse brands. This partnership will see the introduction of highly sought-after brands that emphasize representation and inclusivity in beauty, appealing to modern consumers who value diversity and innovation in their beauty purchases.
Michelle Wlazlo, chief merchant of J.C. Penney, expressed her excitement about the new beauty concept, stating, "We're thrilled to bring JC Penney Beauty to life, offering our customers a fresh, engaging shopping experience that reflects the beauty industry's evolution and our commitment to inclusivity."
The new beauty spaces will feature a delineated floor plan and beauty experts to guide customers through the curated assortment. The concept is rooted in inclusivity, aiming to cater to a wide range of customers and their diverse beauty needs.
Last year, J.C. Penney was preparing for bankruptcy and was in discussions with Sephora to keep their relationship. However, the department store has chosen to partner with Thirteen Lune instead, reflecting a shift in strategy. Sephora, on the other hand, has partnered with Kohl's instead of J.C. Penney.
J.C. Penney has also partnered with Patrick Herning, founder of luxury plus-size fashion label 11 Honoré, to further diversify its offerings. The new beauty concept will be rolled out to all J.C. Penney stores by 2023, marking a significant step in the retailer's journey to revitalize its brand and attract more customers.
This beauty strategy aligns with J.C. Penney's overall strategic priorities of strengthening private brands, becoming a world-class omnichannel retailer, and increasing revenue per customer. The strategy was developed through extensive consumer research and is part of the ongoing campaigns like "Yes, JCPenney," which have already contributed to increased store traffic and improved customer engagement.
[1] J.C. Penney Press Release: J.C. Penney Beauty Concept Launch [2] Thirteen Lune Press Release: J.C. Penney Beauty Partnership Announcement
- The forthcoming J.C. Penney Beauty strategy, set to debut in 10 stores and online, seeks to challenge outdated perceptions by offering a broad range of beauty products from 170 diverse labels, some exclusive to J.C. Penney.
- To emphasize representation and inclusivity in beauty, J.C. Penney has partnered with Thirteen Lune, a beauty marketplace focused on inclusive and diverse brands.
- The new beauty spaces, set to feature a delineated floor plan and beauty experts, aim to cater to a wide range of customers and their diverse beauty needs.
- A strategic shift is reflected in J.C. Penney's decision to partner with Thirteen Lune, rather than Sephora, as Sephora partners with Kohl's instead.
- J.C. Penney has partnered with Patrick Herning, founder of luxury plus-size fashion label 11 Honoré, to further diversify its offerings and attract more customers.
- This move is part of J.C. Penney's broader effort to strengthen private brands, become a world-class omnichannel retailer, and increase revenue per customer, as outlined in its strategic priorities.
- The new beauty strategy aligns with ongoing campaigns like "Yes, JCPenney," which have already contributed to increased store traffic and improved customer engagement, signifying a significant step in the retailer's journey to revitalize its brand.
