Vamigas x JCPenney x Thirteen Lune on Women's Wear Daily!

Vamigas x JCPenney x Thirteen Lune on Women's Wear Daily!

CEO Marc Rosen on the Playbook for Transforming JCPenney


At JCPenney, the balance sheet has been cleaned up, the management team rebuilt and the store fleet rationalized.

And there’s new ownership that’s beginning to invest substantially in several areas of business and is aligned with management on priorities.

That’s all according to Marc Rosen, chief executive officer of JCPenney, who in a wide-ranging interview spelled out how the retailer is advancing its “transformation” from a company that not long ago was on the verge of liquidation to one that’s been stabilized financially, striving to regain market share and even reclaim the status it once held as a leading national retailer.


Wlazlo said: “By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. Last year’s preview launch allowed us to learn from our customers and evolve the JCPenney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”

The strategy includes a virtual makeup try-on and skin care quiz to help customers find products for their needs and is integrated with Penney’s rewards program and its beauty salons, which together offer more than 250 beauty brands across makeup, skin care, fragrance, hair care, salon services, wellness and styling products. It’s a mix of value to prestige products. Among Penney’s exclusives are Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan (launching 2023). Thirteen Lune’s assortment at Penney’s has doubled since last fall, increasing to about 65 brands including EleVen by Venus Williams, MinttyMakeup, NCLA Beauty and Vamigas.