Company News, Marketing News

Beauty Takes Over JCPenney’s Homepage

The retailer is expecting 2-3x traffic growth to JCPenney Beauty today and tomorrow.

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By: TOM BRANNA

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 runs today and tomorrow.

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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