JCPenney tests new inclusive beauty product concept at Trumbull mall

TRUMBULL — The doorway to JCPenney at the Westfield Trumbull Shopping mall had scarcely opened Friday early morning and two Fairfield County youngsters, Emily Presa and Alexa Hammond, eagerly checking out the department store’s newest addition.

The venerable Texas-based enterprise on Friday released a pilot method aimed at marketing range and inclusion in the skin care, makeup and elegance phase. JCPenney has taken space that was after occupied by Sephora and established its possess “store-inside of-a-keep.”

The area in the upper amount of the section retail store is a person of just 10 nationwide — and the only a single in the Northeast the place the pilot software was introduced. There are far more than 170 magnificence models at a assortment of price ranges on screen in the brightly lit area.

It was the charges that drew Presa and Hammond to the keep.


Right before the Sephora in the JCPenney closed a little in excess of a month ago, purchaser loyalty rewards from Sephora could only be put in there.

“It will be seriously excellent to make our income go further more,” stated Presa, a 19-calendar year-old from Bridegport.

“You can use the benefits from anything at all you purchase at Penneys below,” explained Hammond, an 18-12 months-old from Stratford.

The remaining JC Penney spots will sign up for in the “store-in-a store concepts” as the business preparations with Sephora expire. Lucy Richards, JC Penney’s Trumbull standard manager, mentioned the roll out will be finish by the conclude of future 12 months.

Some of the beauty merchandise for persons of colour include Buttah Pores and skin, Bossy Cosmetics, Mischo Attractiveness, Pholk Natural beauty, Prados Beauty, Sara Happ, Spraise, Vernon François, and Wander Attractiveness.

The inclusive splendor solutions are also offered on the JCPenney web page.

Of the far more than 170 magnificence makes that are aspect of the pilot method, about 40 are manufactured by minority business owners for persons of colour. The assortment will span make-up, pores and skin treatment, hair treatment, styling tools, fragrance, nail care, and bathtub and system products.

“Rooted in inclusivity, JCPenney Beauty grew out of direct comments from our customers.” stated Michelle Wlazlo, JCPenney’s government vice president and main merchandising officer. “Together with our brand name companions, we have reimagined just about every element of our magnificence working experience — from the hugely curated assortment and welcoming area to the integrated loyalty system and all new e-commerce knowledge.”

Customers will be able to receive and redeem points on JCPenney Beauty products and solutions as component of the JCPenney Rewards loyalty program. The chain’s credit score card associates generate 1 position for each $1 invested, and non-credit history card users earn 1 position for each and every $2 expended.

As soon as 200 factors are achieved, members receive a $10 Reward certification.

The retailer is the only brick-and-mortar spot in the U.S. for various makes, together with I’M MEME, nooni, Kleem Organics, and Superior Natured.

JC Penney filed for Chapter 11 federal bankruptcy in Might 2020 and emerged from it previous December, obtaining been rescued by shopping mall landlords Simon Property Team and Brookfield Asset Administration.

Many thanks to the offer, JCPenney was able to emerge from personal bankruptcy with $1.5 billion in new personal debt funding.

Reaction to Penney’s new method among the retail experts was mixed.

David Cadden, a professor emeritus at Quinnipiac University’s Faculty of Small business, said promoting of inclusive elegance products towards men and women of colour is “an appealing thought.”

“If they have been to choose the business owners of shade whose goods they are promoting and applying them to leverage interest within just the regional neighborhood or to work with area educational institutions, it could possibly be much more successful,” he stated.

Burt Flickinger, controlling director of retail consultancy Strategic Useful resource Team, mentioned chain pharmacies underserve communities of coloration when it arrives to beauty solutions. That might allow JCPenney to make some inroads in that phase of the sector, he stated.

But Flickinger mentioned JCPenney’s bankruptcy hit Sephora difficult and eventually the French firm elected to go with much more no cost-standing locations.

Sephora’s flagship retail store on the Champs-Élysée in Paris draws in 6 million a 12 months, he mentioned.

“Sephora is one of the most effective attractiveness brands in the earth,” Flickinger claimed.

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