US department store chain JCPenney has announced it is expanding the number of Sephora concessions within its stores by 25 across the US. Six stores with existing Sephora concessions will also see them enlarged.

JCPenney rolls out 25 new Sephora concessions
Retailer focuses on stores in smaller towns
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Sephora and Olive Young ‘strategic’ partnership debuts in August as full K-beauty lineup unveiled
Read moreThe LVMH-owned retailer’s new omnichannel partnership with Olive Young will see 19 K-beauty brands including Rejuran Cosmetics, Beplain, and Abib launch into more than 500 Sephora stores and online
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Retail
Sephora and Olive Young ‘strategic’ partnership debuts in August as full K-beauty lineup unveiled
The LVMH-owned retailer’s new omnichannel partnership with Olive Young will see 19 K-beauty brands including Rejuran Cosmetics, Beplain, and Abib launch into more than 500 Sephora stores and online
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Finance
Sephora to Olive Young: Beauty’s big retailers are partying their way into new markets
Opinion: With Sephora bringing its Sephoria experience to the UK as it ramps up its presence in the region, and Olivie Young launching its K-beauty party event in the US as it tries to crack America, consultant Hannah Belsham explores how beauty festivals have become a powerful market entry amplifier