Are The Makeup People At Jc Penny Helpful
Oct 04, 2021
JCPenney plans to replace its Sephora in-store beauty shops with a broad focus on inclusivity, including across price points.
The Sephora partnership, launched in 2006, was seen equally one of Penney's few winners in recent years. It dissolved during last year's Penney defalcation and is scheduled to end in 2023.
The department store retailer will open up ten "airplane pilot" JCPenney Beauty shops inside stores in mid-October and debut the revamped mix on jcp.com. Beginning in fall 2022, Penney volition roll out the shops to the residuum of the 650-unit section store chain.
Penney loses many of the prestige dazzler brands that came with the Sephora partnership under the revamp, but the inclusivity push button includes the return of mass brands such every bit Revlon and CoverGirl.
Overall, mass and prestige will brand-up about half of the updated dazzler mix while "masstige" — representing premium but accessible brands that Penney says fuels "the nearly innovation, growth, and experimentation," volition brand up the balance. Favorites such as Skin Gym, Curlsmith, Alaffia, Solinotes fragrance and OPI will remain.
The inclusivity push also includes an in-store shop from Xiii Lune, an online destination for Blackness- and brown-endemic dazzler brands. Of the more 170 brands in the initial mix, 39 are minority-owned.
"It'southward really hyper inclusive," Michelle Wlazlo, EVP and chief merchandising officeholder, told WWD . "We are very proud to say we are edifice a beauty business that fills our customers' needs regardless of historic period, gender, race, peel tone, hair type, even beauty regime or budget. It's really a strategy welcoming all customers — men, women, older, younger."
Other changes include:
- JCPenney Beauty will characteristic a number of exclusives, including Mirabella, Makeup Geek and several BIPOC-founded brands;
- Penney volition triple the range of haircare products to complement its long standing strong salon business;
- Beauty purchases will count towards the department store'southward rewards plan, whereas past purchases supported Sephora's loyalty programme.
Penney continues to seek a new CEO after Jill Soltau exited in Jan, a calendar month after the bankruptcy emergence under its new owner, Simon Property and Brookfield Asset Management.
JCPenney Dazzler will face heightened competition, with Kohl'south adding Sephora in-store shops and Target adding Ulta Beauty shops.
- JCPenney Unveils Brands and Shop Locations for New, Inclusive Beauty Feel – JCPenney/Business Wire
- JCPenney Beauty Brands and First 10 Locations Revealed – JCPenney
- Exclusive: The Strategy Behind Penney's Dazzler Redux – WWD
- How JCPenney is filling the Sephora gap – Glossy
- Sephora within JCPenney – Sephora
- J.C. Penney is searching for a new CEO – RetailWire
- Beauty shop-in-shops are trending – RetailWire
- Simon says J.C. Penney is ready to get a 21st century retailer – RetailWire
Word QUESTIONS: What practice you lot remember of JCPenney's plans for its post-Sephora beauty departments? Does the update offer whatsoever insights into how Penney should be repositioning its overall mix?
Braintrust
"J.C. Penney couldn't sustain a relationship with Sephora – one of the most successful cosmetics brands – so how will this latest effort be better? "
Source: https://retailwire.com/discussion/will-jcpenneys-new-inclusive-beauty-experience-relaunch-be-a-hit/
Posted by: garciawhar1968.blogspot.com
0 Response to "Are The Makeup People At Jc Penny Helpful"
Post a Comment