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Hair Color Line Launches at JCPenney's Beauty Concept


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“Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers,” said Michelle Wlazlo, executive vice president and chief merchandising officer at JCPenney, in a 2021 news release on the concept’s launch. “Together with our brand partners, we have reimagined every aspect of our beauty experience — from the highly curated assortment and welcoming space to the integrated loyalty program and all new e-commerce experience. We are incredibly proud to bring JCPenney Beauty to life in stores and online this fall.”

Henkel’s Better Natured hair care brand will debut its hair color line at its first brick-and-mortar locations in the U.S. when it joins the roster of curated brands sold at JCPenney Beauty, the department store’s dedicated in-store beauty shops. The addition of Better Natured hair color will round out the current offering of the brand’s hair care and styling products already available at JCPenney stores.

Better Natured’s at-home hair color offering joins JCPenney Beauty’s assortment of professional-grade products that spans roughly 170 brands, creating a one-stop beauty destination, according to a news release from the brand. The hair color, which comes in a kit that includes all the necessary tools for DIY coloring (i.e., liqui-creme color, developer, shampoo, conditioner, gloves, barrier cream, wipes, and step-by-step instructions) will be available in 12 shades priced at $25.

Trained JCPenney Beauty experts will be available to help shoppers select the right Better Natured hair color shade and answer questions. Perfect Corp. technology will also be available in-store, allowing shoppers to virtually try on colors before buying.

JCPenney Beauty, which first launched in 2021 as an in-store and online experience, is currently available at 10 stores, with more rollouts planned in 2023.

Better Natured Hair Color, along with the brand's line of “naturally derived” hair care and styling products, is also available online at and

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