At other department stores, private brands represent 20 to 30 percent. JCPenney Beauty has an open-sell format so customers can get at products without needing an associate. "The beauty advisers ...

While JCPenney has been around since 1902, its beauty department has gone through some more recent evolutions. The department store teamed up with Sephora in 2006, but the beauty brand has since ...

JCPenney leans on its partnership with Sephora to drive foot traffic to its stores and boost sales, but analysts say the favor is not being reciprocated as these mall-based locations weigh on ...