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Sephora adding 13 new ministores to JCPenney locations this month

June 17, 2014

In 2006, Sephora and JCPenney launched a partnership which saw the beauty brand set up stores-within-stores inside JCPenney locations. Later this month 13 more will open up shop, bringing the total number to 489.

The stores are 2,200 square feet and are situated near the center of each location. According to a press release, each store is a "beauty paradise with close to 50 brands." To celebrate the openings on June 27, the first 100 shoppers at each location will be invited to draw for a free gift card, with values ranging up to $100. The retailer is also giving away 750 gift bags filled with samples at each location.

According to the companies, "Product consultants with Sephora inside JCPenney are well educated in the beauty business ... Rigorously trained in Sephora educational programs focused on skincare and general beauty, they offer a completely non-biased approach when recommending products."