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JCPenney Expands Its JCPenney Beauty Concept

Along with its partnership with thirteen lune, JCPenney’s stores will debut the concept in 600 locations by 2023

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Courtesy of JCPenney

JCPenney (Plano, Texas) announced its plans to expand its JCPenney Beauty concept into its stores nationwide. More than 600 locations are planned to open by spring 2023. The new concept is essentially a rebranding of its JCPenney Salons.

Starting next month, the department store retailer will expand its existing 10 locations to 300, with the remainder opening in 2023.

JCPenney’s expansion of this new concept, as well as its partnership with thirteen lune, is part of the company’s overall goal of “making hyper-inclusive beauty easily accessible online and in stores nationwide,” reads the press release.

“By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs,” says Michelle Wlazlo, Executive VP and Chief Merchandising Officer, JCPenney. “Last year’s preview launch allowed us to learn from our customers and evolve the JCPenney Beauty experience as it expands nationwide and online.”

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