Marketing Currents - Business and Marketing Current Events

J.C. Penney releases skincare adviser experience, AR try-on


J.C. Penney is turning to technology to help drive its revamped beauty strategy. 

The department store in late 2020 announced it was planning a new beauty concept after previous partner Sephora teamed up with Kohl’s instead. 

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Discussion Questions:

  1. What is distribution?
  2. How does distribution relate to the marketing mix and as a function of marketing?
  3. How would you describe Sephora’s distribution strategy?
  4. What is a brand?
  5. Is Sephora a brand? J.C. Penney? Kohl’s?
  6. How would you describe each as a brand?
  7. Why do you think Sephora departed the partnership with J.C. Penney to team up with Kohl’s instead?
  8. How did that influence J.C. Penney’s approach to beauty?
  9. Based on information from this story, what is J.C. Penney’s new strategy?
  10. What is AR?
  11. How is J.C. Penney using AR to help sell beauty products at its stores?
  12. In your opinion, will this strategy be effective for J.C. Penney? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.