J.C. Penney has announced an exclusive collaboration with InStyle magazine to launch a salon concept at its stores. The Salon by InStyle will first launch as a pilot program at 15 J.C. Penney locations this summer, an effort that will turn into nationwide rebranding of J.C. Penney salons in 2016.
The Salon by InStyle will debut at 15 locations in Chicago, Dallas, Miami and Los Angeles, said J.C. Penney. The design concept will reflect a contemporary environment, including modern wall textures and colors. Two of the salons, located in Dallas and Los Angeles, have been designated as flagship locations and will undergo complete renovations featuring new equipment, furniture and décor.
The Salon by InStyle concept will deliver a superior approach to professional hair care that will resonate with new and younger customers who identify with the fashion, hair and beauty trends, as curated by InStyle, according to the retailer.
J.C. Penney’s 850 salons serve nearly three million clients and provide about 10 million services annually, the company noted. J.C. Penney salon customers typically visit the store eight times a year, spending twice as much as the average customer, so, the introduction of The Salon by InStyle presents an opportunity to increase cross shopping, according to J.C. Penney.
“As one of the largest salon operators in the country, we are going to leverage our industry expertise to create a salon that elevates the client experience and attracts new customers to our stores, while strengthening loyalty among existing clients,” said Amiee Thomas, vp/salon for J.C. Penney, in announcing the rebranding. “Our customers already shop J.C. Penney for beauty, fashion apparel, shoes and accessories. As more women experience the services provided at The Salon by InStyle, it will reinforce J.C. Penney as an all-inclusive destination for head-to-toe style.”