Sephora inside JCPenney debuts first flagship destination in Salinas, Calif

April 26, 2016

PLANO, Texas – (April 26, 2016) – JCPenney [NYSE: JCP] and visionary beauty retailer SEPHORA are celebrating 10 years of SEPHORA inside JCPenney with the grand opening of 60 new locations, including a new flagship opening this fall in Salinas, Calif. Showcasing a stunning beauty presentation of prestige cosmetics, skincare, fragrance, tools and accessory products, SEPHORA inside JCPenney is a center core attraction in more than half of the 1,000 JCPenney stores. One of the first collaborations of its kind, the exclusive partnership is credited with increasing revenue per customer and bringing the beauty of SEPHORA to new and high potential markets across the country.

“When we first introduced a SEPHORA inside JCPenney in 2006, it was a revolutionary concept. JCPenney was one of the first department store retailers to forgo the traditional beauty counter and work with a global beauty brand to build a dynamic Sephora shop inside its stores,” said Angela Swanner, senior vice president for SEPHORA inside JCPenney. “Ten years and nearly 600 locations later, SEPHORA inside JCPenney has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond.”

Nearly half of the 60 new Sephora inside JCPenney locations will debut on April 29, with the majority to be open by June 17, presenting an opportunity to capture greater market share before the key back-to-school and holiday shopping periods. When the Company introduces a Sephora inside JCPenney, customers respond favorably to having a best in class beauty experience available in their communities, which positively impacts the entire store’s revenue performance.

SEPHORA inside JCPenney offers a unique open-sell environment encompassing approximately 2,000-square-feet of merchandise and a SEPHORA Beauty Studio where clients can receive complimentary consultations and mini-makeovers. Shoppers are also encouraged to try, test and play with sample products as specially trained beauty consultants use a non-biased approach to recommending brands.

All SEPHORA inside JCPenney locations offer nearly 50 different prestige brands, fragrance and beauty products such as BITE Beauty, Kat Von D, Lancôme, Make Up For Ever, NARS, Kate Somerville®, Urban Decay, Dior and SEPHORA’s own private label, SEPHORA COLLECTION. SEPHORA inside JCPenney now includes Marc Jacobs® Beauty and expects to launch additional sought after brands this year.

SEPHORA inside JCPenney has also grown to have a significant online presence at where shoppers can explore a broader selection of brands, colors and shades that may not be immediately available in their local store. Clients will find the latest in makeup trends, learn about upcoming store events and discover popular gift ideas.

“Our 10-year collaboration with JCPenney has been an incredible partnership that has yielded both business growth and unmatched exposure in numerous markets across the United States,” said Satish Malhotra, executive vice president for SEPHORA inside JCPenney, Canada and Latin America. “We are excited to continue introducing our unique interactive concept to millions of beauty enthusiasts who are empowered to experience the beauty of SEPHORA first hand.”

For a complete list of SEPHORA inside JCPenney 2016 openings and images, please visit

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About JCPenney:
J. C. Penney Company, Inc. (NYSE:JCP), one of the nation's largest apparel and home furnishings retailers, is on a mission to ensure every shopping experience is worth the customer's time, money and effort. Whether shopping or visiting one of over 1,000 store locations across the United States and Puerto Rico, customers will discover a broad assortment of products from a leading portfolio of private, exclusive and national brands.  Supporting this value proposition is the warrior spirit of over 100,000 JCPenney associates worldwide, who are focused on the Company's three strategic priorities of strengthening private brands, becoming a world-class omnichannel retailer and increasing revenue per customer. For additional information, please visit