The department store retailer will debut “JCPenney Beauty” shops in ten of its stores starting this month and rollouts are planned across all Penney stores by 2023.
The initiative comes as Penney competitors Target and Kohl’s are both betting big on beauty. Target has started opening in-store Ulta Beauty departments in its stores. Kohl’s has teamed up with Penney’s former beauty partner, Sephora, to open 2,500sq ft shops in the department store retailer’s locations.
Featuring a delineated floor plan, JCPenney Beauty is designed to provide a one-stop-shop experience. Beauty experts will be trained to guide customers through needs such as finding the right shade or giving a tutorial on the latest new tool, the company said.
The shops will feature more than 170 brands — from traditional favourites to indie finds to minority-owned brands. The assortment (available on Penney’s website starting on 15 October) will span makeup, skincare, haircare, styling tools, fragrance, nail care and bath and body products.
