JCPenney announced the opening of Sephora counters in thirteen more of its stores. Headquartered in Paris, Sephora offers 14,000 cosmetics products from 200 curated brands. Sephora markets itself as encouraging clientele to “learn, play, and get inspired” with its offerings. The recent openings, advertised as “Let’s Beauty Together This May,” were celebrated at each location by handing out 700 sample bags and offering the first 100 customers gift cards of mystery values up to $100. Sephora specialists, rigorously-trained in color matching, skincare, and general beauty, were on-hand as always for consultation. Free mini-makeovers had names like Smoky Eye, Polished Brows, and Perfect Lips. Customers could also check out Sephora’s COLOR IQ, a digital process that scans the skin, assigns a PANTONE number, matches it with a foundation, and recommends vibrant and complementary eye and lip shades. Clientele could also sign up for Sephora’s free Beauty Insider program, which offers exclusive samples, birthday gifts, and eligibility for other gift programs.