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JCPenney's turning to InStyle magazine for help in revamping its 850 salons. The retailer announced today that it will launch 15 locations of The Salon by InStyle in existing salons this year, before rebranding all salons nationwide in 2016. Two JCP salons in Dallas and Los Angeles will serve as flagships for The Salon by InStyle, with all new equipment, furniture, and decor, while the other 13 revamped salons will get new wall treatments and color schemes. These salons will serve as prototypes for the planned nationwide rollout.
Why is InStyle lending its name to JCPenney? "Beauty is a huge focus for our readers. They spent over $2.1 billion on beauty products in the past year, equivalent to 9 percent of all spending on beauty in the U.S. We see this partnership as a way to extend our relationship with our consumer in a new, tangible way," InStyle and StyleWatch editorial director Ariel Foxman said in a press release.
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