JCPenney Beauty takes over the Dot Com Experience

For the first time in JCPenney history, experienced a full homepage takeover on January 17, featuring just one category throughout the entire website: JCPenney Beauty!

Since the launch of JCPenney Beauty – the all-inclusive one-stop shop for beauty, skin and hair products – and the rollout of stores nationwide, JCPenney Beauty continues to build and grow its in-store and online experience with the addition of new brands and digital initiatives.

JCPenney Beauty intergrades virtual AI and AR try-on tools, skincare makeup assessment capabilities and video tutorials to help customers find products for their unique beauty needs.

“The online JCPenney Beauty experience is unlike any other,” said JCPenney’s Chief Digital and Transformation Officer Katie Mullen. “Within this 48-hour takeover, we introduced new product to existing customers and inspired even more curiosity within JCPenney Beauty.”

During the 48-hour takeover, JCPenney Beauty generated more than 1 million media impressions, including notable trade targets like Chain Store Age, Happi and Media Post!

Customers were still able to shop regular merchandise and use their rewards on both beauty and other purchases.

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