JCPenney Beauty will host a grand opening Friday for its new, inclusive, in-store beauty shopping experience at the Eastwood Mall. The event features an 11:15 a.m. public ribbon cutting, hosted by the store’s general manager and associates.
JCPenney Beauty features a shop-in-shop experience with flagship partner Thirteen Lune, an inclusive e-commerce site founded by Nyakio Grieco, a beauty entrepreneur and founder of nyakio™ Beauty, and Patrick Herning, the founder of 11 Honoré, a luxury plus size fashion label.
The retailer’s new beauty merchandise seeks to “reflect customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regimen, or budget.”
JCPenney announced details on the retail strategy and product offerings for JCPenney Beauty in late September.
“Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers,” said Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney.
“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 e-commerce experience. We are incredibly proud to bring JCPenney Beauty to life in stores and online this fall,” Wlazlo said.
JCPenney announced details on the retail strategy and product offerings for JCPenney Beauty in late September. (JCPenney)JCPenney Beauty features a delineated floor plan. Beauty experts are trained to guide customers through needs such as finding the right shade to giving a tutorial on the latest beauty tool.
JCPenney Beauty will offer 170-plus beauty brands, ranging from customer favorites and fresh indie finds to BIPOC-founded companies. (BIPOC is an acronym that stands for Black, Indigenous and people of color.) The collections span makeup, skincare, haircare, styling tools, fragrance, nail care, and bath and body products at varying price points.
Customers will be able to shop JCPenney Beauty at 10 in-store locations beginning in mid-October, and on jcp.com… starting Oct. 15.
JCPenney Beauty is working in partnership with Thirteen Lune, an inclusive e-commerce site, and Herning, founder of 11 Honoré, a luxury plus size fashion label. According to JCPenney Beauty, “Thirteen Lune is designed to inspire the discovery of beauty brands created by Black, Indigenous, and people of color founders that resonate with all backgrounds.”
Of the brands available at JCPenney Beauty, 39 are from Thirteen Lune, including Buttah Skin, Bossy Cosmetics, Mischo Beauty, Pholk Beauty, Prados Beauty, Sara Happ, Spraise, Vernon François and Wander Beauty. Thirteen Lune’s inclusion in JCPenney Beauty marks the first ever brick-and-mortar presence for the partner.
Besides Eastwood, JCPenney Beauty will launch at nine other retail locations in October, with rollouts planned across all remaining stores by 2023. Other markets getting early launches include Davenport, Fla.; Dearborn, Mich.; Greenville, N.C.; McAllen, Texas; Mesquite, Texas; Springfield, Mo.; Saint Cloud, Minn.; Trumbull, Conn. and Whittier, Calif.
The retailer will provide full integration with its JCPenney Rewards program. Customers will be able to earn and redeem points on JCPenney Beauty products as part of JCPenney Rewards loyalty program.
Other markets getting early launches include Davenport, Fla.; Dearborn, Mich.; Greenville, N.C.; McAllen, Texas; Mesquite, Texas; Springfield, Mo.; Saint Cloud, Minn.; Trumbull, Conn. and Whittier, Calif. (JCPenney)***
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