10/29/17 — Sephora now open inside J.C. Penney

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Sephora now open inside J.C. Penney

By Rochelle Moore
Published in News on October 29, 2017 1:45 AM

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Ati'ana Russell, product consultant, gives Emily Dupree a makeover at Sephora inside J.C. Penney Co., at the Berkeley Mall.

Women of all ages now have a haven to find popular makeup and skincare products at the newly opened Sephora shop inside J.C. Penney.

The grand opening of Sephora, a French chain of cosmetics, was welcomed in Goldsboro on Oct. 20 with a line extending more than half the length of the Berkeley Mall, at 625 N. Berkeley Blvd.

"From my understanding, we opened at 10 a.m. and people were starting to line up at 6 a.m.," said Rosa Barrow, J.C. Penney merchandise supervisor. "People love makeup."

In addition to the Sephora Collection, other popular makeup lines are available, including Fenty Beauty by Rihanna and Katvon D. Clinique makeup, men's and women's fragrances, skincare products and hair products are also available.

"We have a lot of different brands and they all have their own personality," said Tina Ormond, Sephora beauty manager. "Some are flirty. Some are cheeky. Some are fun, and some have a very edgy and dramatic look to them."

Walk-in makeovers and facials are provided to customers, at no cost, in an effort to provide a service and help ladies with product selections.

"We don't hold onto the secrets," Ormond said. "We teach the secrets."

Emily Dupree stopped by the store and took advantage of a makeover. She's also happy with the Sephora opening in Goldsboro.

"I'm excited that I get to spend money that I didn't have," she said. "I like to be able to do my makeup and feel good about myself. It's convenient, and everything is under one roof."

Prior to the opening, the Sephora Collection was only available online through the JCPenney website. Perfume and cologne were also not available inside the department store.

Sephora shops can typically be found inside stores in larger cities, Barrow said. The addition inside the local JCPenney is another effort to boost the shopping experience locally.

"I think they're just trying to put Sephora in successful stores," Barrow said. "We were able to get Sephora in time for the holidays."