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Nov 30, 2023

J.C. Penney Beauty to expand nationwide

After a successful pilot program, J.C. Penney is expanding its inclusive beauty

After a successful pilot program, J.C. Penney is expanding its inclusive beauty concept to all of its stores.

The department store began testing the venture in stores and online in 2021, which features mass, masstige and prestige beauty products with particular focus on BIPOC-founded brands.

The company also brought on flagship partner Thirteen Lune to amplify diverse and inclusive beauty brands. Thirteen Lune now makes up around 20% of the J.C. Penney Beauty assortment and will be spotlighted in stores.

Since its launch, J.C. Penney Beauty has introduced nearly 100 new brands, of which more than 60 are BIPOC or female-founded. The company plans to bring on "dozens" more in the coming months.

"By creating a fully ownable beauty experience, J.C. Penney can quickly adapt and respond to our customers’ wants and needs," Michelle Wlazlo, executive vice president and chief merchandising officer at J.C. Penney, said in a statement. "Last year's preview launch allowed us to learn from our customers and evolve the J.C. Penney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience."

J.C. Penney has also provided education to over 3,000 beauty associates and 5,000 stylists so they have an understanding of beauty needs for persons with different skin tones and hair textures.

Earlier this month, the department store introduced new beauty offerings that incorporate technology. A new AI-driven skincare adviser, for example, uses diagnostics tech to analyze selfies and provide personalized recommendations for a shopper's skincare routine. The company also debuted makeup try-on capabilities using augmented reality.