JCPenney (Plano, Texas) is revamping its in-store hair salons in an attempt to attract younger customers.
Consumer awareness of the salons, whose clientele is typically 50 or older, is limited. To expand their target demographic, JCPenney has inked a licensing partnership with InStyle magazine that will rebrand all 850 JCP Salons as “The Salon by InStyle,” by 2016. The deal includes a marketing campaign with the magazine and its online media.
The company will begin renovations of 15 test units in Miami, Dallas, Chicago and Los Angeles this summer. Changes will include a widened entry, for a better view into the space, a loft-style design, new furnishings and sleek wall graphics, according to Associated Press. The spaces will feature gold and brown colors and have stations such as hair color bars where customers can receive consultations.