It's celebrating survivors by giving them free haircuts and styles.
This is the first year for the effort.
Staff say a breast cancer diagnosis is never easy to get.
That's why it's important to pamper those who've fought the fight and won.
For each survivor who gets styled, JCPenney will donate a dollar to fund breast cancer research.
Store leader Lana Anderson hopes more people take advantage of this offer.
"For those who are survivors and can come in and get a free haircut and style in our salon, we can celebrate that with them," said Anderson. "For everyone we do in our salon, we'll donate a dollar up to $50,000 to the breast cancer research foundation"
Till the end of the month, JCPenney is also hosting a retail "round up."
Customers can bump up their total purchase price to the nearest dollar.
Those proceeds will also be given to breast cancer research.