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Beauty Industry

Beauty Takes Over JCPenney’s Homepage

The retailer is expecting 2-3x traffic growth to JCPenney Beauty from January 17-18.

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By: Charlie Sternberg

Associate Editor

For the first time in the company’s 120-year history, JCPenney has launched a full homepage takeover on JCPenney.com of just one category: beauty.
 
This takeover will last 48 hours from January 17 through January 18. 

Raising Awareness of JCPenney Beauty

JCPenney is continuing to bet big on beauty since the launch of JCPenney Beauty, an inclusive in-store and online destination designed both to serve a diverse range of skin tones and hair types, and to inspire the discovery of BIPOC-founded brands. Its nationwide rollout—which will see JCPenney Beauty in 600 stores by spring 2023—is being complemented by a range of digital initiatives.
 
The retailer is expecting 2-3x traffic growth to JCPenney Beauty during the takeover, and the goal is to drive awareness and education for its hyper-inclusive assortment. Additionally, JCPenney’s digital beauty offerings include AI and AR try-on tools and video tutorials.

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