JCPenney Personalizes Beauty Routines

Department store chain has partnered with Revieve to offer AI- and AR-enabled makeup and skincare experiences online and in-store.
Jacqueline Barba
Digital Editor
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JCPenney is continuing its focus on beauty, both in-store and online, by expanding personalized experiences that better assist consumers of all skin types and colors on their shopper journey.

The department store chain has partnered with Revieve, a technology company that creates personalized brand experiences using artificial intelligence and augmented reality for brands and retailers. As a part of the collaboration, JCPenney has launched an AI-powered skincare advisor experience and “true-to-life” AR-powered makeup try-on capabilities, according to a news release.

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JCPenney's Skincare Advisor leverages Revieve's proprietary Skin Diagnostics technology and AI-powered product recommendations as an end-to-end experience, creating a hyper-personalized skincare routine from a simple selfie. 

Shoppers on JCPenney’s website can also receive an in-depth skincare analysis and customized product recommendations by uploading a selfie and answering a quick questionnaire about their skin type and concerns. Skin Diagnostics then analyzes more than 120 metrics to provide users with a thorough analysis of their skin and offer JCPenney Beauty product recommendations and education tailored to their needs. 

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JCPenney Beauty is the retailer’s in-store and online beauty concept. It launched in 2021 after Sephora ditched its store-within-a-store partnership with JCPenney and opted for Kohl’s instead. The experience, which is focused in part on inclusivity and elevating diverse founders and brands, is currently available at 10 stores, with more rollouts planned in 2023.

"We want to be the shopping destination of choice, offering a personalized approach that fully celebrates and honors them as unique individuals," said Michelle Wlazlo, chief merchandising officer at JCPenney, in the release. “Our partnership with Revieve allows us to deliver on our customers' desire for personalization regardless of age, gender, race, skin tone, beauty regimen or budget.”