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Though July may be nearly over, it marked a historical month and significant milestone for the CROWN Act and its many supporters, including JCPenney. In case you weren’t aware, the third of this month is nationally recognized as CROWN Day, or Black Hair Independence Day. It’s a national holiday that, this year, commemorated five years since the CROWN Act was signed into law in California by Governor Gavin Newsom in 2019.
This legislation (which stands for “Create a Respectful and Open World for Natural Hair”) bans race-based discrimination in the workplace or educational institutions based on hairstyle and hair texture. Since its inaugural signing in California, the CROWN Act has been enacted in 26 states. While there is still so much more progress to be made in the fight against hair discrimination, much of the legislation’s current success would not have been possible without the help of its ardent supporters who are helping to push the Act’s cause forward.
Among the many brands and companies that are championing the nationwide movement toward hair freedom, JCPenney stands apart as the only brick-and-mortar retailer that is a part of the legislation backing the CROWN Act. In recognition of the significance that inclusivity and representation holds in the beauty industry, the retailer has made a point to host many events to raise awareness and show support for the legislation. In the last year alone, JCPenney has welcomed several state legislators—including Georgia State Senator Tonya Anderson, Texas State Senator Rhetta Bowers, Louisiana State Senators Regina Bowers and Tammy Phelps, and New York State Senator Jamaal Bailey—into its stores to not only thank them for their efforts, but also to showcase the inclusive JCPenney Beauty and Salon offerings that are delivering on the CROWN Act’s mission.
Given JCPenney’s longstanding commitment to serving America’s diverse working families, advocating for the CROWN Act and a more inclusive future for all is a no brainer for the retailer. “Our company is founded and based on the Golden Rule,” said Lisa Green, Vice President of JCPenney Beauty + Salon. “For that reason, we believe raising awareness and having conversation with people in our community is one of the best ways we can show our respect and support for our associates and customers.”
To learn more about JCPenney’s involvement with the CROWN Act, The Tease had the pleasure of connecting with Green to discuss how the retailer continues to be a beacon of support for the important legislation. Read on for her incredible insights.
The Tease: How did JCPenney become involved with supporting the CROWN Act?
Lisa Green: We are in awe of leaders who have worked diligently to secure successful passage of this measure in many (but not yet all) states, and began by saying “thank you” in each state to those who have led the effort (and are continuing the effort) to propel their state legislatures into action. We invited them into our JCPenney Salons to have authentic conversations with our associates and customers and show them how impactful their work has been to people across the country.
What motivated JCPenney to become the only brick-and-mortar retailer backing this legislation?
Green: Our support started organically, with conversations among Black women in our office about the challenges people still face when they choose to wear their hair naturally. I remember distinctly telling a colleague about a conversation I had with my son, who is in medical school. At the time, he was preparing for his med school interviews and wore his hair in locs. He asked me if I thought he should change his hairstyle, because he worried it might impact the results of his interviews. I told him that any school who didn’t accept him just the way God made him didn’t deserve to have him anyway.
My colleague and I knew that our JCPenney Salon stylists were also having these same conversations with our customers. As a company whose values are centered around respect and inclusion, we knew we had to do more to reaffirm our commitment to standing with our communities and respecting our employees and customer’s personal expression of beauty. Little did we know just how much it would mean to our associates across the organization that our company could lend our and their voices to this cause.
Can you discuss some of the events and initiatives JCPenney has hosted to raise awareness about the CROWN Act?
Green: Thanking the legislators has been an amazing opportunity for us to introduce our associates to leaders who have inspired them to dream, grow, and achieve. We spoke about our work with the CROWN Act during our Black History Month employee celebration in February. The celebration happened on the heels of our first CROWN Act store visit with Georgia State Sen. Tonya Anderson, in Atlanta. I was thrilled to share with our associates how enthusiastic and grateful Sen. Anderson was to have a legacy company like ours publicly say we are committed to celebrating the beauty of inclusion on a national scale. We also hosted Champion “Thank You” events across the country including Georgia, Illinois, Louisiana, Michigan, Texas, and New York, and we’ll continue to welcome members to our Salons across the country.
Can you share any stories or feedback from customers and employees about JCPenney’s support of the CROWN Act?
Green: We have a senior styling associate who shared with us her mother’s story of hair discrimination several decades ago, and how it shaped her desire to get into the beauty industry. She shared that her mother used to wear her hair big and was told during a job interview that while she was qualified, she would not receive a job offer unless her hair was more presentable. Our associate’s mother went home, cut her hair, and restyled it so she could get the job. Stories like those are so prevalent—the discrimination may not be as outright in today’s work atmosphere, but the underlying sentiments are still there. That’s why it’s so important to ensure every person has a protected right to wear their hair the way that makes them feel beautiful.
Can you share any memorable moments or highlights from JCPenney’s journey in supporting the CROWN Act?
Green: We had an incredible opportunity to meet with the group of community leaders who are a big part of the push behind the CROWN Act, the National Organization of Black Elected Legislative Women (NOBEL). Earlier this month, I presented to NOBEL’s board of directors at the invitation of their president, Georgia State Sen. Tonya P. Anderson. Hearing from some of the women who have been at the forefront of the fight to pass the CROWN Act was so inspiring—and it reaffirmed our commitment to work alongside these leaders to ensure every person across the country can live under these protections.
What impact have JCPenney’s efforts had on the community and the broader movement to end hair discrimination?
Green: We’ve gotten a lot of feedback, especially from associates, who are grateful that we are opening the door to have meaningful conversations about hair discrimination. Having senior leaders who are knowledgeable about the issue and who proactively bring up the topic goes a long way in ensuring we are raising awareness and fostering a culture of inclusion and respect for both our associates and our customers.
On a personal level, what does the CROWN Act mean to you and the team at JCPenney?
Green: Every person deserves to feel beautiful and confident in their body. I’ve had conversations with my own children to reassure them that wearing their hair naturally is beautiful. I’m proud to work for a company that is committed to supporting our associates and customers in ensuring that no one suffers discrimination because of the way they choose to wear their hair.
What message do you hope to convey to other businesses about the importance of supporting legislation like the CROWN Act?
Green: For JCPenney, supporting our customers and associates is part of our mission to celebrate and serve America’s diverse, working families. Our JCPenney Beauty and Salons are a key component of that mission to serve our customers and communities by creating inclusive shopping experiences that reflect customers’ individual beauty wants and needs, no matter their age, gender, skin tone, hair type, beauty regimen, or budget. In supporting the CROWN Act, we are reaffirming the Golden Rule values we stand for as a company—inclusion and respect.
To stay updated on all happenings surrounding the CROWN Act, be sure to follow @thecrownact on Instagram. And to learn more about JCPenney Beauty + Salon, including available job opportunities, be sure to visit their website.
