At the end of JCPenney’s contract with Sephora, the retailer is planning a major rollout of its new beauty concept JCPenney Beauty. Last week, the DFW-based company unveiled 10 test sites, including one at the Town East Mall in Mesquite.

JCPenney Beauty is expected to be in all stores here early 2023.

Michelle Wlazlo, Executive Vice President and Chief Marketing Officer of JCPenney.

“We’ve had an amazing business for many years, but our customers kept telling us they wanted something different. Our customers are at the heart of everything we do, and after thousands of interviews, we created JCPenney Beauty, which is exactly what they wanted, ”said Michelle Wlazlo, executive vice president and chief merchandising officer for the brand, said during the recent unveiling of a test site at the Mesquite site, one of 10.

The objective of the new retail space will combine a mix of prestigious brands with proven core products such as CoverGirl and Revlon; and a focus on the development of brands founded by BIPOC.

Thirteen Lune, an inclusive e-commerce site co-founded by Nyakio Grieco, shares a partnership with JCPenney Beauty and is a brand that offers a majority of products created by the founders of Black and BIPOC. Of the 170 brands in JCPenney Beauty’s initial mix, 39 are from Thirteen Lune.

“We are very proud of our partnership with JCPenney Beauty. For many of our brands, this is the first time that they are sitting on a national shelf, ”says Nyakio. Ninety percent of Thirteen Lune’s brands are created by the founders of Black and BIPOC, designed for people of all colors, and 10 percent of their brands are dedicated to the alliance.

“We define an Allied Brand as a brand that is not created by black or brown people, but created by someone who, both in front and behind the scenes of their business, has championed diversity.”

Some of Thirteen Lune’s brands include Sara Happ, Buttah Skin, and Bossy Cosmetics.

JCPenney Beauty was rooted in creating a space of authenticity, Wlazlo said. “I just want every customer who walks in to feel welcome and have a place where their authentic beauty is celebrated. I want them to come in and smile because they can be themselves.

The space includes products and brands that cater to a mass of people. Wlazlo described JCPenney Beauty as hyper-inclusive because it provides everything regardless of gender, age, race, and income. The brands range from mass, masstige and prestige products. This includes cosmetics companies such as Almay and Mirabella, hair companies such as Conair and Eva-NYC, perfumery products from Ariana Grande and Carolina Herrera, as well as skin care products for men and women. such as Every Man Jack and Skin Gym.

“There really is something for everyone here,” she said. “I want the client to celebrate our unique and wonderfully diverse lives. This is really what it is. “

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