JCPenney (NYSE:JCP) plans to extend its in-store Sephora partnership on May 1. The global beauty retailer will now open shops-within-shops at 25 additional JCPenney locations.
Since the partnership launched in 2006, more than 500 JCPenney stores now feature full-service Sephora offerings.
"Sephora is one of the most powerful and exciting beauty concepts in the world, and we want to leverage that reputation to drive the growth of Sephora inside JCPenney," said Ivy Spargo, senior VP and general merchandise manager for Sephora inside JCPenney. Sephora is not only an important part of our center core strategy, but also a differentiator that helps set us apart from the competition. With the addition of these locations, we are providing clients with a unique and compelling in-store beauty experience, while generating a wealth of cross-shopping appeal."
Located in the center of the department store, the Sephora shops range from 2,300 to 2,600 sq. ft. Shoppers are encouraged to touch, smell and sample products, as well as consult with beauty professionals.
In addition to the new locations, six existing Sephora shops inside JCPenney will expand to meet the demand for prestige cosmetics and beauty products. These locations will average 3,000 sq. ft. and include a studio for complimentary mini-makeovers.
"Working with JCPenney has proven to be a valuable partnership that represents one of our largest growth initiatives in the U.S.," said Satish Malhotra, executive VP for Sephora inside JCPenney, Canada and Latin America.
Sephora has been at the forefront of digital innovation for beauty brands. Last month the retailer unveiled its innovation lab and introduced a host of digital initiatives, including Pocket Contour, a mobile service that teaches users to apply makeup according to a specific facial shape, and Flash, a subscription-based service that offers shoppers unlimited two-day free shipping for $10 a year.
-See this JCPenney press release
Sephora's digital gifting revenue gets big boost
Sephora's Flash could make shipping twice as fast
Sephora unveils innovation lab, launches new digital initiatives
Sephora launching its own social media website
Sephora: We want customers 'showrooming' in our stores