J.C. Penney has been increasing the number of stores run by popular beauty brand Sephora — owned by luxury giant LVMH (LVMH.PA) — within its stores to attract shoppers. “Having Sephora in stores helps J.C. Penney drive sales, but it also encourages shoppers to visit, so it helps to drive customer traffic,” Neil Saunders, chief executive of research firm Conlumino, said.