Penney's has been fighting to reverse its prolonged pattern of sales declines. Among the changes in the past few years, the retailer weeded out weak private labels, differentiated the ones that matter, and added new private labels to fill merchandise voids such as Xersion for active. There's also been a buildup in denim, casual and beauty offerings. After Sephora vacated Penney's and set up shop at Kohl's, Penney's rolled out JCP Beauty departments with an inclusive mix of masstige, prestige and mass brands from new, emerging and established companies, to all of its stores. A year ago, Penney's sponsored the Thursday night football post-game show and saw "significant increases in consideration, awareness and positive sentiment," the company reported earlier this year when the Really Big Deal strategy was unveiled.