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Tuesday, September 27, 2022
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JCPenney Rolls Out New Beauty Experience Following Sephora Departure

Business

Preview of the coming new JCPenney Beauty department. | Image from JCPenney

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JCPenney will launch a whole new beauty experience for consumers as they end their relationship with make-up giant Sephora. After the retailers decided to go their separate ways, JCPenney needed to revamp its beauty offerings. As a result, the department store has decided to launch JCPenney Beauty.

“Sephora inside JCPenney will continue to operate both in-store and online through the transition to our new beauty experience. We are committed to the current partnership, which will expire late 2022,” a spokesperson for JCPenney shared.


To gauge the new model, JCPenney has opened ten different test sites for consumers. A new test site is now available at the Town East Mall in Mesquite.

“We had an amazing business for many years, but our customers kept telling us that they wanted something different. Our customers are at the heart of everything we do, and after thousands of interviews, we created JCPenney Beauty, which is exactly what they wanted,” said Michelle Wlazlo, an executive vice president and chief merchandising officer for the company.

JCPenney Beauty aims to give shoppers a variety to choose from; ranging from high-end brands, to well-known brands such as Cover Girl, Revlon, and Almay, to popular Indie brands. In all, the new offerings will include a selection of 170 different makeup lines. As part of the new campaign, JCPenney’s teamed up with Landing International for help in choosing their selection of new brands.

“When you work with indie brands, you get to bring in different types of things,” said Sarah Chung, CEO of Landing International. “There is more innovation when you bring in indie brands, [and] you get products that are targeted more to people of color.”

According to estimates, JCPenney Beauty will be present in all stores by 2023. JCPenney’s official partnership with Sephora will end in 2022.

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