In a move to boldly reinvent 850 salons across the country, JCPenney announced an exclusive collaboration with the editors of InStyle® to launch a modern, cutting-edge salon concept called The Salon by InStyle. The Company will begin its salon transformation by piloting 15 locations this summer before implementing a nationwide rebranding in 2016. The Salon by InStyle concept will deliver a superior approach to professional hair care that resonates with new and younger customers who identify with the fashion, hair and beauty trends curated by InStyle.

“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.”

The Salon by InStyle debuted on July at 15 locations across Chicago, Dallas, Miami and Los Angeles. These newly refurbished sites will serve as the prototypes for the remaining salons, which will receive updates beginning in 2016.