Thirteen Lune, the net platform promoting Black- and brown-owned magnificence manufacturers, is increasing into retail in partnership with J.C. Penney Co. Inc.
It’s a store-in-store idea as a part of J.C. Penney Beauty — what the retailer calls its new magnificence class. Focused on showcasing variety, it’s launching on-line at jcp.com and in choose areas in October, with greater than 30 Thirteen Lune manufacturers. Nationwide rollout will start in fall 2022, into early 2023.
“We were working on our new beauty strategy, and the importance of championing beauty inclusivity and had watched what was going on at Thirteen Lune, had a chance to meet with Nyakio and Patrick, and I have to say, it sounds a little cliché, but it was an emotional meeting with like-minded people coming together and realizing that we were meant to be together quite frankly,” mentioned Michelle Wlazlo, Penney’s government vp and chief merchandising officer.
“Absolutely,” chimed in Nyakio Grieco (of magnificence model Nyakio). She cofounded Thirteen Lune with 11 Honoré’s Patrick Herning. “As Patrick says all the time, you had us at hello….When we were introduced to the J.C. Penney team and heard about their new strategies for beauty, the alignment was beyond anything that we could imagine. We were speaking the same language.”
Launched in December — developed on the heels of the Black Lives Matter motion — Thirteen Lune’s mission has been to “change the narrative in the beauty industry and help to make it more inclusive, more diverse and show that really celebrating hyper-inclusivity is a great bet,” Grieco continued.
Initially carrying 13 Black-owned manufacturers, Thirteen Lune now presents greater than 70 manufacturers, representing Black and brown founders from across the globe. Early traders embrace Sean Combs, Naomi Watts, Gwyneth Paltrow, enterprise capitalist Patrick Finnegan, Gregg Renfrew of Beautycounter, Tracey Cunningham of Mèche salon, former U.S. Ambassador Nicole Avant and Sydney Holland of Urban and The Mystic (who’ve raised $1 million, introduced in January).
“People buy into people before they buy into products,” Grieco mentioned of the technique at Thirteen Lune, noting that she and Herning have been introducing their roster of manufacturers by showcasing the founders’ tales via weblog posts and Instagram Live movies. “We have curated the most amazing group of storytellers with rich history…really celebrating the beauty of inclusion with nontoxic, efficacious, incredible products. It’s about discovery and really bringing us all together, unifying us through the lens of beauty.”
The new take care of Penney’s will assist amplify the mission, whereas establishing a extra omnichannel presence for Thirteen Lune.
“It just gives us an even greater opportunity to connect with our consumer,” defined Grieco. (Their viewers, too, is numerous, she mentioned.)
“Even when the world was saying retail was dead, we refused to believe so,” she went on. “And we were always future forecasting, thinking about ways when we would be able to have that in-real-life experience.”
It’s additionally private for Grieco, who grew up buying on the American division retailer chain.
“I knew stepping into a J.C. Penney that I felt seen, so it was honestly a no-brainer for me,” she mentioned.
“A lot of what we’re observing right now can come off as performative,” she added. “You know, people trying to do the right thing or trying to check the box. And from Day One, from the very first moment of conversation, what I knew to be true — with my history as a J.C. Penney shopper and then to now get to be a Black retailer within J.C. Penney — is that there was nothing performative about this.”
J.C. Penney — based in 1902 and headquartered in Plano, Tex. — has 5 a long time of expertise serving hundreds of thousands of customers in each retail and at J.C. Penney salons, mentioned Wlazlo: “We are really on a mission to create a new kind of inclusive in-store and online experience. And one that reflects customers’ wants and needs, and I say that, I know many others do, but want to be clear how important it is for us that it is no matter age, gender, race, skin tone, hair type, beauty regime or budget, quite frankly. Together with like-minded partners like Thirteen Lune, we’re going to offer this perfect mix of mass, masstige and prestige…We did extensive, extensive customer research to really understand what our customer wanted, and how they prefer to shop and their beauty favorites, and they told us pretty loud and clear that they want to shop beauty differently. They want a broader assortment of brands at different price points.”
J.C. Penney goals to be a “one-stop shopping” expertise in magnificence, as the corporate transitions out of its partnership with Sephora — which ends within the fourth quarter of 2022. Launched in 2006, there are round 600 Sephora outlets working inside J.C. Penney areas.
“Truly, respectfully, it’s been a beneficial enterprise for both of us,” Wlazlo mentioned of Sephora.
Last 12 months was a financially difficult time for the retailer, navigating the affect of COVID-19 and submitting for chapter, which lasted from May to December. (Simon Property Group and Brookfield Asset Management lifted the corporate out of chapter by buying its retail and working belongings, as reported by WWD.) Following a authorized dispute, during which Sephora USA Inc. seemed to finish the partnership with J.C. Penney, the companies have “worked constructively to resolve outstanding legal matters and have agreed to mutually beneficial revisions to their joint enterprise operating agreement,” J.C. Penney mentioned in a press release in spring 2020 (phrases of the settlement weren’t disclosed).
“Together, J.C. Penney and Sephora, we do remain committed to the current partnership and will continue to operate support inside J.C. Penney,” mentioned Wlazlo.
Moving ahead, magnificence as a class, “today but even more so going forward, is a critical component of our strategy,” she added.