What’s the most internet-resistant merchandising category out there? It could be beauty products, which need to be tried on, sniffed and generally checked out in person, at least the first time around. It’s why the new deal between Kohl’s and Sephora to partner up is such a big deal in that sector, a game-changer. That’s particularly for JCPenney which had been Sephora’s exclusive third-party home and will be phased out starting in the next year or two. Coming on the heels of a similar mash-up between Target and Ulta, it continues the move off-mall for brands that no longer see their physical futures in shopping centers. Pretty Smart I think.
More on all of this in my new Forbes.com post: https://www.forbes.com/sites/warrenshoulberg/2020/12/02/for-kohls–sephora-beauty-is-in-the-eye-of-the-holder/?sh=6752e4cc6162
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