Sephora Opens Inside Sarasota J.C. Penney

Even cosmetics counters can use a makeover, and J.C. Penney's Sarasota store is hoping folks will like the new look department called Sephora.

The 2,200-square-foot Sephora opened Friday, situated prominently in the center of the store touts carrying close to 50 brands. 

The department store chain claims that Sephora was the first beauty retailer to employ a unique open-sell philosophy, allowing clients to shop while encouraging them to touch, play, and try everything they'd like as Sephora employees can provide advice.

Sephora carries cult makeup lines such as Hello Kitty, Urban Decay, Make Up For Ever, NARS, Sephora by OPI, and Smashbox; innovative skincare lines including Philosophy, Murad, Peter Thomas Roth and Ole Henriksen, as well as fragrance offerings by Dior, Gucci, Marc Jacobs and Dolce and Gabbana. Plus, Sephora has its own collection of makeup, tools & accessories, and a skincare collection.

Sephora also offers an Express Service at the Sephora Beauty Studio where makeup and skincare experts can help master a new look. Complimentary services offered are:

• Smoky Eye

• Treat and Conceal

• Flawless Foundation

• A Clean Start

• Lip and Cheek

• Everyday Eye

Sephora also has a Nail Studio offering various services from hand to toe.

Sephora even has its own rewards program specific to the department called Beauty Insider to gain access to samples, exclusive products and can lead to a higher tier rewards program called Very Important Beauty Insider that includes "large in-store and online discounts" and free events and products.

The Sarasota Sephora is the company's 348th location inside J.C. Penney.

The store is open 10 a.m. to 9 p.m. Monday through Thursday, 9 a.m. to 9 p.m. Friday and Saturday and 11 a.m. to 6 p.m. Sunday.