Partnership marking ten year anniversary with new boutiques.
The groundbreaking collaboration between JCPenney and SEPHORA is marking its ten-year anniversary with the opening of 60 new locations. One of the first partnerships of its kind, the joint venture has increased revenue per customer and helped expand the SEPHORA presence in markets nationwide.
Part of the success of SEPHORA is due to its innovation. Earlier this year, the specialty beauty retailer launched a new mobile feature on its Sephora To Go consumer mobile application that helps customers choose just the right shade. Users can now instantly try on thousands of lip colors, anywhere at any time to select their favorite. The app is the latest in a series of digital innovations introduced by the Sephora Innovation Lab designed to customize the beauty retail experience, as Innovative Retail Technologies reported.
In 2015, JCPenney added 25 new SEPHORA locations and expanded six others, a move that helped boost sales at the retailer. “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,” explained Ivy Spargo, senior vice president and general merchandise manager for SEPHORA inside JCPenney last year.
Now, the retailer is expanding the SEPHORA brand further across its stores. "When we first introduced a SEPHORA inside JCPenney in 2006, it was a revolutionary concept. JCPenney was one of the first department store retailers to forgo the traditional beauty counter and work with a global beauty brand to build a dynamic Sephora shop inside its stores," said Angela Swanner, senior vice president for SEPHORA inside JCPenney. "Ten years and nearly 600 locations later, SEPHORA inside JCPenney has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond."
The majority of the new locations will be open by June 17, in plenty of time to leverage the back-to-school and holiday shopping seasons. The SEPHORA boutiques inside JCPenny stores offer “a unique open-sell environment” of approximately 2,000 square-feet of merchandize, coupled with a SEPHORA Beauty Studio that provides complimentary consultations and min-makeovers.
SEPHORA inside JCPenney also now enjoys a significant online presence at jcp.com, allowing shoppers to explore a broader selection of brands, colors and shades that may not be immediately available in their local store. Clients will find the latest in makeup trends, learn about upcoming store events and discover popular gift ideas.
"Our 10-year collaboration with JCPenney has been an incredible partnership that has yielded both business growth and unmatched exposure in numerous markets across the United States," said Satish Malhotra, executive vice president for SEPHORA inside JCPenney, Canada and Latin America. "We are excited to continue introducing our unique interactive concept to millions of beauty enthusiasts who are empowered to experience the beauty of SEPHORA first hand."
