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Online Beauty Destination Enchanted Life Partners with Kline & Company

Posted: March 5, 2014

Recognizing that the world of beauty isn’t just black and white, online beauty destination Enchanted Life has partnered with global consulting and research firm Kline & Company. The beauty and lifestyle site, which targets the multicultural demographic groups in the U.S., has joined forces with Kline & Company to tap into its personal care market research portfolio. Embarking upon its first partnership with an e-commerce beauty site, Kline & Company will benefit from valuable insights into this highly promising market.

Kline’s insights and market intelligence will allow Enchanted Life to strategically target multicultural consumers by gaining a better understanding of which products and brands are sought after the most. In addition, Enchanted Life will obtain in-depth knowledge on which areas might be insufficiently addressed or lacking from the market. In turn, Kline will gain broader access to companies serving the multicultural demographic, therefore benefiting from a more immediate vantage point regarding market positioning and dynamics, consumer behavior, and emerging trends.

Enchanted Life provides a unique opportunity for personal care and beauty product brands, serving the needs of the multicultural clientele and gaining critical exposure on a national retail platform. The website features prestige products for men, women, and children, with categories including skin care, cosmetics, bath and body, fragrance, nails, and styling tools. The website also offers consumers more than 75 brands, encompassing leading prestige lines for both men and women.

“Enchanted Life is unique to the market, offering the multicultural community a resource to use as a destination for beauty needs and questions,” notes Phil Williams, CEO and founder of Enchanted Life. “We believe this site will provide an open forum on beauty, health and wellness within the multicultural community, something that hasn’t been available previously. Moreover, we’re excited to both access Kline’s nuanced and actionable perspective and be part of a crucial and integral study concerning brands targeted to our clientele, as well as the consumer study.”

Carrie Mellage, Kline’s vice president of consumer products, reiterates the synergy, adding, “By partnering with Enchanted Life, Kline will be in a stronger position to fill a gap within the market research space by providing comprehensive analysis concerning personal care products targeted specifically to ethnic, Hispanic, and Asian consumers. Through the window that Enchanted Life provides, Kline will gain a better understanding of the varied cultural norms and beauty needs and habits, which will be reported and compared by gender, age, and ethnicity in Kline’s upcoming reports.”