J.C. Penney revamps beauty service offering

PLANO, Texas — J.C. Penney extending its commitment to beauty and related services.



The retailer said Monday that 50 additional salon locations will be rebranded to The Salon by Instyle this year, as the company continues to revamp its 750 salons nationwide.



Key design elements of the new concept include updated graphics, photography that highlights hair trends, accent lighting, modern fixtures and sleek furniture. Each salon offers an array of services from haircuts to hair treatments to extensions.



In addition, Penney has introduced online booking and a mobile app that allows customers to view salon services by location, schedule appointments and view the latest seasonal hair trends. Customers can shop an online offering of nearly 3,000 salon products. Salon products is a leading category for jcpenney.com orders picked up in a store, affirming that salon is a meaningful part of a strategic omnichannel experience that translates into increased store traffic and higher overall sales, the retailer said.



“Providing customers with a compelling head-to-toe beauty solution is an important differentiator and growth strategy for J.C. Penney. It gives shoppers more reasons to visit a store and the personal, interactive experience inspires them to spend considerably more than the average customer," said John Tighe, chief merchant for J.C. Penney. "By making the necessary investments in our salon operations and stylists, we can successfully leverage the brand recognition of InStyle to continue gaining market share and create a best-in-class shopping destination.”