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JCPenney Beauty Expands Nationwide



JCPenney announced plans to debut JCPenney Beauty in its stores nationwide. The national rollout builds on the flagship partnership with thirteen lune. Thirteen lune’s BIPOC-founded beauty brands will be spotlighted in the stores and comprises roughly 20 percent of the JCPenney Beauty assortment. JCPenney Beauty is making inclusive beauty products widely accessible via assortment, availability, and price point.

JCPenney Beauty’s expansion, and continued exclusive partnership with thirteen lune, is the next step in the retailer’s commitment to making hyper-inclusive beauty easily accessible online and in-stores nationwide.
“Inclusivity is core to JCPenney. We exist to celebrate and serve America’s diverse, working families which is why we are leading the charge to foster beauty inclusivity on a national scale,” says Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. Last year’s preview launch allowed us to learn from our customers and evolve the JCPenney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”

The new online JCPenney Beauty experience includes a virtual makeup try-on and skincare quiz to help customers find products for their beauty needs. JCPenney Beauty is fully integrated within the JCPenney Rewards program.

Since launch, JCPenney Beauty has onboarded nearly 100 new brands of which more than 60 are BIPOC- and/or female-founded. The company has also worked closely with Landing International, a technology platform serving indie and minority-owned beauty brands, to provide a national retail opportunity for entrepreneurial beauty founders and brands.

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