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If you’ve ever admired any one of the many fabulous hairstyles that Gabrielle Union rocks on the red carpet, you have Larry Sims to thank. From intricate braids to gravity-defying updos, the uber-talented celebrity hairstylist never fails to wow us—or showcase the beauty of textured hair—with the creative looks he regularly dreams up for the actress and entrepreneur. Now, he’s sharing a bit of his magic with the masses thanks to a new salon experience launched in collaboration with JCPenney: SimStyled. And to add to the excitement, the SimStyled experience uses an incredible lineup of products from Sims and Union’s beloved haircare brand, Flawless by Gabrielle Union.
The salon service menu, which officially kicked off on November 18, brings a number of dazzling textured hairstyles frequently worn by Union to select JCPenney Salons in Los Angeles and San Diego. For any consumers, particularly those with curly or coily hair, who have often looked to stylists to help make their favorite celebrity hair inspo pictures a reality, SimStyled is truly the salon experience that they have been waiting for.
“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.”
A New Kind of Salon Experience
Utilizing his decades of red carpet expertise, Sims has personally curated an eight-look styling menu featuring red carpet-worthy hairstyles that are specifically designed for textured hair. And to ensure that these iconic styles are truly accessible to all who step foot in a JCPenney Salon, Sims has also worked with the company to train their salon technicians on exactly how to create each look on various hair types and textures.
“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 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.”
So, what exactly can consumers expect when they book an appointment for a SimStyled service at a JCPenney Salon? Using products from the Flawless by Gabrielle Union haircare line, which Sims co-founded, specially-trained JCPenney Salon stylists will expertly create one of the gorgeous signature styles on the styling menu in just two hours or less. For those wondering, the styling menu features an array of dazzling hair looks ranging from a bone-straight silk press called “Straight to the Point,” to a rockstar-esque, edgy bob called “Bodied My Chop,” and luscious, cascading waves called “Waving on The Red Carpet.” The best part? All of these incredible styles are offered at an affordable price point, starting at $42 and up. Plus, consumers even have the option of adding on a haircut (for $30 and up) or a hydrating mask treatment (for $24 and up) onto their SimStyled service. And for anyone who wants to recreate their look at home, key products from the Flawless by Gabrielle Union x JCP Collection such as the 5 Butter Miracle Masque and Repairing Edge Control and Styling Glaze will be available for purchase in store and online at jcpenney.com.
To learn more about the SimStyled service, be sure to visit jcpenney.com/m/simstyled-for-jcpenney. And if you’re a stylist interested in starting a career with JCPenney, make sure to visit jobs.jcp.com.
