Celebrity partners Gabrielle Union and Larry Sims are revolutionizing the salon experience this holiday season with their latest venture at JCPenney salons across Southern California. The duo launched their SimStyled experience on November 18th, bringing red carpet glamour to the Los Angeles and San Diego communities with services ranging from $65 to $200, making celebrity-inspired styling accessible to a broader audience.
Inside the star-studded launch
The Glendale Galleria location transformed into a sophisticated beauty haven for the launch event, decorated in an elegant palette of white, black, and gold. The reimagined space welcomed over 200 guests, including beauty influencers and industry professionals, creating an atmosphere that perfectly balanced luxury with accessibility.
The vision behind SimStyled
This innovative partnership offers clients their choice of eight carefully curated hairstyles, including sleek straight looks, voluminous curls, protective styles, and trendy updos. Each style has been perfected through months of development and testing, ensuring that every client receives a consistent, high-quality experience regardless of hair texture or type.
Comprehensive styling menu
The SimStyled menu features signature looks including “Red Carpet Ready” (a glamorous blowout with loose waves), “Natural Goddess” (featuring defined, bouncy curls), “Power Move” (a sleek, straight style with movement), and “Protective Queen” (various protective styling options). Each service includes a therapeutic scalp treatment and conditioning session using the Flawless product line.
Beauty meets accessibility
Union’s commitment to accessible beauty extends beyond pricing. The salons offer evening and weekend appointments, digital booking options, and complimentary style consultations. “We understand that looking good shouldn’t require sacrificing time with family or breaking the bank,” Union explained during the launch event, which drew over 500 attendees throughout the day.
Professional expertise meets product excellence
Larry Sims brings 15 years of celebrity styling experience to the partnership, developing a comprehensive training program for JCPenney stylists. The six-week intensive course covers advanced styling techniques, product knowledge, and customer service excellence, ensuring consistent quality across all locations.
Behind the scenes preparation
The launch required months of careful planning, including salon renovations, staff training, and product integration. JCPenney invested significant resources in upgrading styling stations, installing professional-grade equipment, and creating an inviting atmosphere that reflects the partnership’s premium positioning.
Celebrity endorsement and community support
The launch event attracted numerous celebrities and influencers, including Ashley Everett, Robin Thede, and Brandee Evans. Social media coverage of the event generated over 2 million impressions within 24 hours, with the hashtag #SimStyledLaunch trending nationally on Twitter.
A foundation built on friendship
Union and Sims’ partnership stems from a 15-year friendship that began on the set of “Bring It On: All or Nothing.” Their collaboration on the Flawless line, launched in 2017, has grown into a comprehensive beauty brand that emphasizes inclusivity and accessibility.
Product innovation meets practical application
The Flawless by Gabrielle Union product line features 20 specialized products, each developed to address specific hair care needs. The collection, priced between $10 and $25, includes the bestselling Five Butter Miracle Masque, which has sold over 500,000 units since its launch.
Training excellence for consistent results
The stylist training program includes hands-on workshops, virtual sessions with Sims, and regular skill assessments. Stylists must complete 100 hours of training and pass a practical exam before offering SimStyled services, ensuring high standards across all locations.
Market impact and industry response
Industry analysts predict this partnership could increase JCPenney’s salon revenue by 30% in participating locations. The innovative approach to accessible luxury has caught the attention of other retailers, potentially shifting the landscape of department store salon services.
The holiday transformation
With holiday bookings already exceeding expectations, SimStyled has introduced special seasonal packages combining hair services with makeup application and skincare treatments. These holiday bundles, priced from $150 to $300, offer complete beauty solutions for special occasions.
Digital integration and customer experience
The SimStyled experience includes a custom mobile app for booking appointments, viewing style galleries, and tracking loyalty rewards. The digital platform has already garnered 10,000 downloads since its soft launch two weeks ago.
Creating lasting impressions
Initial customer feedback has been overwhelmingly positive, with a 95% satisfaction rate among first-time clients. The most popular services include the “Red Carpet Ready” blowout and the “Natural Goddess” curl definition treatment.
Future expansion plans
Following the successful Southern California launch, JCPenney plans to roll out SimStyled to 50 additional locations across major markets by mid-2024. The expansion includes specialized training facilities in Atlanta, Houston, and Chicago.
Economic and community impact
The partnership has created over 100 new jobs across participating locations, with plans to hire an additional 500 stylists during the national rollout. The initiative also includes a scholarship program for aspiring stylists from underserved communities.
A commitment to sustainability
The salons feature energy-efficient equipment and eco-friendly product packaging, reflecting both partners’ commitment to environmental responsibility. The Flawless line will transition to 100% recyclable packaging by 2025.
