PLANO, Texas--(BUSINESS WIRE)--JCPenney is thrilled to announce an exciting collaboration with Larry Sims, one of Hollywood's most sought-after hairstylists, to launch a special salon experience just in time for the holidays: SimStyled. Beginning November 18, this service will be available at select JCPenney Salons in the Los Angeles and San Diego markets, bringing curated textured-hair celebrity styles worn by Gabrielle Union within reach for America’s families.
For years, consumers have turned to their stylists with photos of celebrity runway hairstyles, only to discover that achieving those looks can be challenging. With SimStyled, JCPenney is transforming the beauty experience by having Larry Sims curate his most iconic high-fashion styles and training salon technicians to recreate them. This innovative initiative makes red carpet-worthy hairstyles for textured hair accessible, empowering individuals to embrace their unique beauty with confidence.
“Larry Sims is not just a talented stylist; he embodies the essence of creativity and cultural connection that JCPenney stands for,” said Lisa Green, vice president of Salon & Beauty at JCPenney. “This partnership represents our commitment to providing exceptional beauty experiences to help our customers discover and celebrate their unique styles at a value.”
Sims’ passion for hairstyling began when he was a back-up dancer for Missy Elliot where he found himself developing different hairstyles for the dancers. After completing his cosmetology training at Pivot Point International, the connections he made while on tour eventually led him to create stunning hairstyles for celebrities like Victoria Beckham and Gabrielle Union.
“Growing up in the Chicago area, JCPenney was a staple for my family’s fashion essentials, so collaborating with them now feels like a natural fit,” said Larry Sims. “I’m excited to bring the SimStyled method using the Flawless by Gabrielle Union line to JCPenney, where my goal is to make beautiful hairstyles accessible to everyone.”
The SimStyled method focuses on expertly creating red carpet-worthy hairstyles in two hours or less at an affordable price. The styling menu will feature a variety of eight textured hair looks, utilizing products from Flawless by Gabrielle Union, all personally curated by Larry Sims.
Styles, Pricing and Product
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Styles & Pricing:
She’s Wavy, Modern Marcel, Waving on the Red Carpet and Bodied My Chop — $78 & up
Straight to the Point and Bold Bantus — $72 & up
Fresh & Fierce and Illusion Diffusion — $42 & up - Add On’s — SimStyled Cut: $30 & up, Mask Treatment: $24 & up
- Key Products: Flawless by Gabrielle Union Hydrating Shampoo, Hydrating Cowash Cleansing Conditioner, 3 Minute Restoring Conditioner, 5 Butter Miracle Masque, Repairing Deep Conditioning Masque, Hydrating Curl Refresher Spray, Defining Curl Cream, Elongating Custard, Smoothing Blow-dry Cream, Shine Enhancing Heat Protectant Spray, Restoring Exotic Oil, Repairing Edge Control and Styling Glaze
For those wanting to recreate their looks at home, the Flawless by Gabrielle Union X JCP collection will be available in store and on jcpenney.com.
For more information or to book an appointment, visit www.jcpenney.com/m/simstyled-for-jcpenney or contact your local JCPenney Salon.
About JCPenney
JCPenney is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.
In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.
About Larry Sims
Larry Sims is a celebrated hairstylist known for his innovative techniques and extensive work in the entertainment industry. With a career spanning over a decade, he has styled numerous celebrities and is a strong advocate for embracing natural beauty.
