J.C. Penny is giving its in-store salons a dramatic makeover, courtesy of InStyle magazine.
The Plano, Tex.-based retailer is collaborating with the editors of Time Inc.’s InStyle to launch a cutting-edge salon concept this summer.

The Salon by InStyle will begin rolling out to 15 of J.C. Penney’s 850 salons this summer, at stores in Chicago, Dallas, Miami and Los Angeles. Together, the editors of InStyle and J.C. Penney will identify seasonal trends and innovations which will be incorporated into the salons.

The design concept will reflect a contemporary environment, including modern wall textures and colors. Two of the salons, located in Dallas and Los Angeles, have been designated as flagship locations and will undergo complete renovations featuring new equipment, furniture and décor. These newly revamped sites will serve as the prototypes for the remaining salons, which will receive updates beginning in 2016. As well, the retailer also expects the concept to “resonate with new and younger customers who identify with the fashion, hair and beauty trends curated by InStyle,” said Amiee Thomas, vice president of salons at J.C. Penney. J.C. Penney currently employs 13,500 stylists and assistants who serve nearly three million clients and provide approximately 10 million services annually.

“As one of the largest salon operators in the country, we are going to leverage our industry expertise to create a salon that elevates the client experience and attracts new customers to our stores, while strengthening loyalty among existing clients,” Thomas continued. “Our customers already shop J.C. Penney for beauty, fashion apparel, shoes and accessories. As more women experience the services provided at The Salon by InStyle, it will reinforce J.C. Penney as an all-inclusive destination for head-to-toe style.”

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“The InStyle reader looks to the brand for fashion and beauty advice throughout the day, and we’re excited to bring that level of trusted service to the salon level,” said Ariel Foxman, editorial director of InStyle and StyleWatch. “Beauty is a huge focus for our readers. They spent over $2.1 billion on beauty products in the past year, equivalent to 9 percent of all spending on beauty in the U.S.  We see this partnership as a way to extend our relationship with our consumer in a new, tangible way.”

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