J.C. Penney sees beauty as key to success in post-Sephora age

Sephora shop-in-shops were a mainstay at J.C. Penney stores for 15 years, but due in part to the department store's struggles, the beauty chain decided to take the concept to Kohl's. J.C. Penney is looking to build its own identity with "JCPenney Beauty," its own in-store shops. Penney has also announced a partnership with Thirteen Lune, an online site focused on promoting emerging beauty brands owned by racial minorities.