In addition to its partnership with Thirteen Lune, JCPenney has prioritized the onboarding of a number of indie and K-Beauty (South Korea-derived) brands. JCPenney also has 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. 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.” “ By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. “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,” said Michelle Wlazlo, EVP and Chief Merchandising Officer at JCPenney in a statement. Thirteen Lune - an online destination designed to inspire the discovery of BIPOC-founded beauty brands that resonate with people of all colors - will make up 20% of the JCPenney Beauty assortment, featuring approximately 65 BIPOC-founded and ally brands. Inclusivity has been a central tenet of JCPenney’s new beauty concept since its inception, with BIPOC-focused brand Thirteen Lune serving as the flagship partner of the experience. The full JCPenney Beauty assortment already is available to customers online complete with a set of new inclusivity tools rolled out earlier this month, including an AI Skincare Advisor and AR makeup try-on. Currently available at 10 pilot locations, JCPenney Beauty will expand to 300 stores by early 2023 and will be present at 600 locations by the spring. Sephora shop-in-shops at JCPenney have remained in place as the partners finished out their original agreement, which concludes this year. JCPenney Beauty debuted in fall 2021 after the retailer’s 15-year relationship with Sephora came to a contentious end in 2020, when the Sephora at Kohl’s collaboration was unveiled. JCPenney plans to roll out its new beauty experience nationwide a year after introducing the retailer-owned concept.
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