Kline Rolls Out Multicultural Project

Recognizing that the world of beauty isn’t just black and white, Enchanted Life has partnered with Kline & Company, a global consulting and research firm. The one-stop site for beauty and lifestyle needs targeting the multicultural demographic groups in the United States, 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 over 75 brands, encompassing leading prestige lines for both men and women.
 
“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,” commented Carrie Mellage, Kline’s vice president of Consumer Products. “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.”
 
For more info, visit www.KlineGroup.com; also look out for Happi's annual update on the ethnic personal market in April.