DALLAS, Apr 12, 2006/ FW/ --- Beginning Fall 2006, JCPenney customers can enjoy Sephora’s unique beauty concept as the cosmetics giant becomes the exclusive beauty offering in JCPenney stores with the opening of ‘store-within-stores initiative.

Sephora offers clients a choice of more than 150 beauty brands across a broad range of product categories including makeup, skincare, fragrance, bath & body, hair care, smile care, and accessories, as well as the company's own private label.

These same products will now be available to JCPenney customers for both brick and mortar locations and online at www.jcp.com a link to www.sephora.com

According to the announcement, each JCPenney Sephora will be in a prominent location in the center core of the store. It will have the signature Sephora look, including open-sell gondolas and wall linears, allowing customers easy access to products, and be staffed with a professional team of product consultants trained under the "Science of Sephora" education program.

"JCPenney's focus on providing relevant merchandise to its broad customer base is consistent with our objectives. This includes America's youngest women, a market in which JCPenney is a significant and rapidly growing factor,” said said David Suliteanu, president and chief executive officer of Sephora U.S.A. in a statement.

The fourth largest retailer in the U.S., JCPenney has been very aggressive in seeking an emotional connection with its current customers and bringing in new customers to its stores and its online channel, www.jcp.com since Mike Ullman took over as Chairman and CEO.

Recently, its e-commerce site surpassed $1 billion in sales and new product lines for home, women’s and men’s apparel have been added to its offering. The company’s collaboration with Sephora falls under its initiative to become total shopping destination.

“Our customer has been telling us that she wants a beauty and cosmetics selection that is new, exciting, and within her reach. There is simply no better partner to allow us to achieve that than Sephora, the most revolutionary, innovative retailer in the beauty industry,” said Myron E. (Mike) Ullman, III, JCPenney chairman and chief executive officer in a statement.