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JCPenney teams up with tech partner for beauty experience

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JCPenney is working with B2B technology platform provider Landing International to develop a beauty experience the retailer is calling JCPenney Beauty.

The experience will launch this month in-store and online and was driven by customer demand, according to a press release, and aims to illustrate diversity and inclusivity.

“We’re proud to partner with more than 170 like-minded brands to create the next hyper-inclusive generation of beauty at JCPenney,” Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney, said in the release.

Landing is launching 17 minority-owned indie brands into 10 select JCPenney stores and online at, with rollouts planned across all 600 remaining stores by 2023.

With 90% of Landing’s marketplace registered brands being minority-owned, the partnership embodies Landing’s and JCPenney’s shared mission of delivering inclusive products to the beauty market.

“We are so excited to partner with JCPenney on their new beauty concept,” Sarah Chung, CEO and founder of Landing International, said in the release. “JCPenney’s vision of inclusivity resonates deeply with Landing’s values. We proudly support our brands and founders who reflect the beautiful faces of JCPenney.”

Landing is utilizing its training tool to provide a single point of product knowledge to educate JCPenney’s in-store sales associates on the participating brands.


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