Celebrity hairstylist Larry Sims and actress Gabrielle Union celebrated the launch of SimStyled, a salon experience exclusive to select JCPenney Salons, with a reception at the JCPenney Glendale Galleria location in Los Angeles on December 3. Celebrity guests, beauty industry experts and JCPenney leaders including Michelle Wlazlo, chief merchandising and supply chain officer, Jo Osborne, SVP, GMM for Beauty and center core, Lisa Green, VP, DMM for JCPenney Salon and Beauty, and Karen Gaines, senior director of services, education, and experiences for JCPenney Beauty, mingled with Sims, Union and their friends and family over light bites and cocktails.
The SimStyled method focuses on expertly creating red carpet-worthy hairstyles in two hours or less at an affordable price. The styling menu features eight textured hair looks utilizing products from Flawless by Gabrielle Union, all personally curated by Larry Sims.
Sims, Union and Chief Merchandising and Supply Chain Officer Michelle Wlalzo shared heartfelt remarks with the attendees, expressing their excitement and gratitude for the partnership.
“When it came down to training, JCPenney was very particular about making sure that the claims were real. They were like, ‘If you can do this in two hours or less, we really have to see you in action,'” Sims said. “So a few people flew out and they saw me do my thing on a few friends of mine that are here and we were able to accomplish it. They were able to see the SimStyled method can be done in two hours or less.”
In her comments at the event and in an interview with PEOPLE, Union shared why she and Sims felt JCPenney was the right partner to bring the SimStyled experience to life.
“Growing up, JCPenney stores were everywhere and there were so many JCPenney Salons. So we were like, ‘Who might best utilize what we’re trying to bring?’ [and we said] JCPenney because they’re in every kind of community and they’re also some of the first stops for our people coming out of beauty school,” Union told PEOPLE. “We wanted to make sure that we are reaching people where they’re at and making sure that people can afford it, so [we] partnered with a company that is all across America, at a price point that you can get your whole family done, in and out.”
During the event, JCPenney Salon stylists trained on the Sims Method executed each of the curated hair looks on eight models and attendees voted on their favorite look, with “Bold Bantus” taking the top spot. “Waving on the Red Carpet” was given second place and “Illusion Diffusion” came in third.
Styles, Pricing and Product:
- Styles & Pricing:
- She’s Wavy, Modern Marcel, Waving on the Red Carpet and Bodied My Chop – $78 & up
- Straight to the Point and Bold Bantus – $72 & up
- Fresh & Fierce and Illusion Diffusion $42 & up
- Add Ons:
- SimStyled Cut: $30 & up
- Mask Treatment: $24 & up
- Key Products: Flawless by Gabrielle Union Hydrating Shampoo, Hydrating Cowash Cleansing Conditioner, 3 Minute Restoring Conditioner, 5 Butter Miracle Masque, Repairing Deep Conditioning Masque, Hydrating Curl Refresher Spray, Defining Curl Cream, Elongating Custard, Smoothing Blow-dry Cream, Shine Enhancing Heat Protectant Spray, Restoring Exotic Oil, Repairing Edge Control and Styling Glaze
For more information or to book an appointment, visit www.jcpenney.com/m/simstyled-for-jcpenney or contact your local JCPenney Salon.
