JCPenney Beauty is a new inclusive in-store and online experience from JCPenney that accommodates all consumers, regardless of their age, gender, race, skin tone, hair type or budget. This fall, there are JCPenney Beauty at 10 JCPenney store locations that will be introducing a selection of hair products, skincare makeup, nail care solutions and much more from indie and BIPOC-founded brands.
Within the new shopping space, consumers will find a shop-in-shop experience from the inclusive e-commerce site Thirteen Lune, which is devoted to helping shoppers discover beauty brands created by Black and Brown founders. These brands include names like Buttah Skin, Bossy Cosmetics, Mischo Beauty and Pholk Beauty.
This new experience, developed based on direct feedback from customers, will play a part in supporting a wider range of unique beauty needs.
Why This Trend Is Growing
- Inclusive Beauty
- There is a trend towards inclusive beauty, with retailers and brands recognizing the importance of catering to consumers of all ages, genders, races, skin tones, hair types and budgets.
- Bipoc-founded Brands
- There is a trend towards promoting and highlighting BIPOC-founded brands, as consumers become more aware of the need for diversity and representation within beauty.
- Shop-in-shop Experience
- There is a trend towards offering customers a shop-in-shop experience, particularly for specialty categories such as inclusive beauty.
Industries Being Reshaped
- Retail
- Retailers have an opportunity to develop inclusive beauty shop-in-shops and feature BIPOC-founded brands to cater to diverse consumer needs and drive sales.
- Beauty
- The beauty industry has an opportunity to prioritize inclusivity and diversity, and promote BIPOC-founded brands to meet consumer demand and increase market share.
- E-commerce
- E-commerce platforms have an opportunity to feature shop-in-shop experiences and promote BIPOC-founded brands to increase diversity and inclusion in the online beauty space.
