Sephora Inside JC Penney

Sephora Inc. is rolling into even more J.C. Penney doors.

The prestige beauty retailer is adding 70 Sephora units inside J.C. Penney locations and expanding 32 existing shop-in-shops by up to 50 percent starting May 5. The J.C. Penney Sephora locations have a curated group of makeup, fragrance, skin-care and hair-care brands. The latest expansion will bring the total number of Sephora shops inside J.C. Penney locations to almost 650. 

“Creating a best-in-class beauty experience in stores is one of our biggest advantages over the competition,” said Marvin R. Ellison, chairman and chief executive officer of J.C. Penney. “Since establishing the first Sephora inside J.C. Penney over 10 years ago, beauty has become a formidable growth strategy that makes our brick-and-mortar stores a dynamic and inspiring place to shop.”

J.C. Penney is also offering a feature that allows customers to purchase online through Sephora, and then pick up their orders at the J.C. Penney store the same day, Ellison said. “We are also taking an omnichannel approach to shopping Sephora inside J.C. Penney by strengthening our technology and infrastructure to reach new beauty customers through,” Ellison said. “This is one example of how we’re delivering on the customer’s expectations for accessibility and convenience.”

J.C. Penney has expanded its Sephora offering with more products and shades that are also available online. The retailer will soon roll out a feature that allows shoppers to book makeovers with Sephora beauty consultants.

Expanded locations will feature things like Benefit Brow Bars, which are coming to 25 new and existing Sephora shops inside J.C. Penney locations. As part of the rollout, J.C. Penney will hire about 800 more beauty consultants. Brand offerings at the shops include Origins, Sephora Collection, Kat Von D, Make Up For Ever, Nars, Urban Decay and Kate Somerville. Clinique, Anastasia Beverly Hills, Belif, Laura Mercier, Caudalie, Farmacy, Fresh and Tarte will expand to more Sephora inside J.C. Penney locations. Dry Bar, Living Proof and Bumble and bumble recently expanded into more doors, according to the company.

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