JCPenney Outlines New Beauty Offering to Replace Sephora

The department store chain plans to roll out the concept to all locations by 2023

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As JCPenney winds down its partnership with beauty and skincare retailer Sephora, the department store banner outlined its plans for its own in-store and online offering called JCPenney Beauty.

Top line

JCPenney said the new experience will emphasize inclusivity, reflecting “customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regimen or budget.”

Michelle Wlazlo, the retailer’s chief merchandising officer, added in a statement, “Together with our brand partners, we have reimagined every aspect of our beauty experience—from the highly curated assortment and welcoming space to the integrated loyalty program and all new ecommerce experience.”

Between the lines

The concept, which was developed via customer feedback, will initially be rolled out to 10 locations by the middle of October.



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