JCPenney Beauty is partnering with Landing International and its BeautyFluent App to help educate in-store beauty advisors to help shoppers. 

The BeautyFluent app will be available as a resource on JCPenney’s in-store iPads at locations nationwide.

Last year, JCPenney announced the relaunch of its JCPenney Beauty section and a new assortment of minority-owned, indie, and women-owned brands. With this partnership, the retailer says it’s an investment in their employees and their customers. 

“By bringing this exciting technology into our stores, we’re putting the power of beauty education at the fingertips of our associates. This will ensure that every JCPenney Beauty customer that walks through our doors will receive superior service as they discover their new favorite beauty products,” says Michelle Wlazlo, executive vice president, chief merchant at JCPenney.

As in-store beauty shopping continues to grow, beauty retailers are focusing their attention on ensuring that their in-store employees can convert retail shoppers into buyers. Designed to put product education at beauty advisors’ fingertips, BeautyFluent makes it easy for in-store employees to quickly learn about products, discover proven selling tips, and guide customers to products that meet their needs and values.

Sarah Chung Park, CEO of Landing International, explains, “With hundreds of products in a single store, it’s challenging for beauty advisors to remember every single one. We built BeautyFluent to make it easier to educate customers and guide them to products they’ll keep coming back for.”

The partnership is a win for brands sold at JCPenney, too. Participating brands are expected to not only see an upswing in sales, but also receive valuable in-store data.

“Our partner brands will soon be able to see how often their product is being searched and recommended at the store level. This will give them the opportunity to work closely with JCPenney on supporting sales,” says Park. “This kind of in-store data is a rare insight for both retailers and brands that we hope will further support their sales efforts.”

Seems like a win-win.