JCPenney has announced an exclusive collaboration with the editors of InStyle magazine to reinvent its nearly 900 salons nationwide to introduce The Salon by InStyle. The transformation will kick off summer 2015 through 15 pilot locations across Chicago, Dallas, Miami and Los Angeles, before implementing a nationwide rebranding in 2016. Two of the salons, located in Dallas and Los Angeles, have been designated as flagship locations and will undergo complete renovations.

The Salon by InStyle concept is designed to attract a younger clientele who identifies with the fashion, hair and beauty trends InStyle covers editorially.

“As one of the largest salon operators in the country, we are going to leverage our industry expertise to create a salon that elevates the client experience and attracts new customers to our stores, while strengthening loyalty among existing clients,” said Amiee Thomas, vice president of salon at JCPenney. “Our customers already shop JCPenney for beauty, fashion apparel, shoes and accessories. As more women experience the services provided at The Salon by InStyle, it will reinforce JCPenney as an all-inclusive destination for head-to-toe style.”

Above: The Salon by In Style reception area, hair prepping area and retail space.

“The InStyle reader looks to the brand for fashion & beauty advice throughout the day, and we’re excited to bring that level of trusted service to the salon level,” said Ariel Foxman, Editorial Director, InStyle and StyleWatch. “Beauty is a huge focus for our readers. They spent over $2.1 billion on beauty products in the past year, equivalent to 9% 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.”

jcp salons staff up with 13,000 stylists to meet demand. Charged with setting hairdressing standards of excellence and seeing that they are maintained among these thousands is Nick Stenson, the Senior Creative Director of jcp salons. Stenson, a beauty industry veteran, directs two tiers of educators: a Design Team, consisting of four Artistic Regional Leaders; and 55 fulltime educators, strategically placed throughout the country, called Artistic Lead Designers.Stenson and the design team create two haircut collections per year, which are collected in books for client consultations, as well as step-by-steps for stylists. Then comes the training on trends which is a key focus for jcp.

“There is a tremendous amount of education here at jcp,” Stenson reported to MODERN in an interview about the approximate 20,000 classes held each year. “What is unique about us is we pay our stylists to get trained. We think their time is valuable so if they are not in the salon we want them to still be making money...We really embrace a career path. There are opportunities for you to take leadership roles, be part of the store organization or be the best hairdresser you can be.”

Jackie Galstaun, salon manager of the Glendale Galleria jcp salon in Glendale, CA, has been managing salons for 27 years. The news of the jcp salon makeover has her and her staff “thrilled.”

“We were told that one store in Dallas and one in LA will get the makeover sometime soon this year and I am so hoping that LA salon will be ours!” Galstaun says.  “I think what they are doing is so great.  It will bring us new exposure, new clientele and younger clientele.  Of course, I love our older clients but this will be like fresh air, having this new name and new look.  It’s what all the salon managers have been waiting for.

“In the past, we have been the test salon for other new things—new furniture, new fixtures—and Nick Stenson even films commercials in our salons. My team is so excited and I don’t want to assume anything but I am hoping we are going to get that makeover first!”

To learn more about joining the jcp salons talented team, check out this exclusive interview with Stenson.