Pure Beauty

JCPenney launches virtual make-up and skin care services with Revieve

By Austyn King | Published: 12-Sep-2022

The US retailer aims to deliver a more personalised and inclusive beauty experience for its customers, after its JCPenney Beauty shop-in-shop replaced its former Sephora concessions

JCPenney, the US department store chain, has teamed up with beauty tech company Revieve to offer customers augmented reality-powered (AR) try-on services and advice on make-up and skin care products.

Customers can now visit the retailer's website to try out Revieve's Skincare Advisor, where they can upload a selfie and answer questions to receive an in-depth skin care analysis, personalised skin care routine and product recommendations from JCPenney's offering of more than 170 beauty brands.

They will also be able to virtually try-on make-up products through Revieve's technology, which has been also harnessed by the likes of Shiseido and Boots' No7, as part of the retailer's bid to meet customers' diverse needs and provide an innovative retail experience.


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"We want to be [consumers'] shopping destination of choice, offering a personalised approach that fully celebrates and honours them as unique individuals," said Michelle Wlazlo, Chief Merchandising Officer at JCPenney.

“Our partnership with Revieve allows us to deliver on our customers' desire for personalisation regardless of age, gender, race, skin tone, beauty regimen, or budget.”

The partnership follows the launch of JCPenney Beauty, the retailer's in-store and online beauty concession which it unveiled last year after parting ways with former beauty partner Sephora following a lengthy legal battle.

With a focus on personalisation and inclusivity, the store partnered with US e-commerce company Thirteen Lune, which specialises in brands created by black and brown founders.

JCPenney said it hopes to eventually roll out the beauty concessions into all of its 650 stores across the US and Puerto Rico.

"We are delighted to be partnering with JCPenney – one of the only department chains in the US to bet on personalisation and simultaneously launch new digital experiences in two beauty categories,” added Sampo Parkkinen, CEO and founder of Revieve.

“We are honoured to support JCPenney customers in finding the right make-up products and skin care routine tailored to their skin type and preferences, further strengthening JCPenney's position as a one-stop destination for all of its consumers' diverse and unique needs.”

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