Enchanted Life’s new mobile Web site seemingly sells balance and simplicity along with beauty products for men, women and children and boutique candles and fragrances for the home.

Every company that introduces a Web site is challenged to distinguish itself from its competitors. As a new ecommerce site that just started up this month, Enchanted Life does this by labeling itself as a multicultural retailer, offering products for the ethnic community, supplementing its mobile shopping experience with gift certificates and leveraging digital and social content to drive sales.

“Implementing a purchase cycle that starts and ends via a mobile device is extremely attractive because it enables an ease of execution by the customer,” said Cezar Kolodziej, president and CEO of Iris Mobile, Chicago. “In a situation like buying a gift, traditional steps like packaging and shipping are eliminated with the option to email a gift certificate.

“It is likely this feature will increase sales for Enchanted Life as it addresses an increasing demand for services that are seamless, fast and reliable,” he said.

Enchant mobile
Mr. Kolodziej is not affiliated with Enchanted Life. He commented based on his expertise.

Enchanted Life did not respond to press inquiries.

Enchanted Life’s product inventory includes ones for consumers from multicultural communities.

Shopping categories include skin, makeup, hair, nails, bath and body, fragrance, men’s, little ones, tools and “for the home.”

The Web site features products from more than 75 brands, such as Carol’s Daughter shampoos and hair pomade, Vibe eyeshadows and Burberry Brit men’s fragrance.

Consumers can sign up for Enchanted Life’s newsletter. They can create a “wish list” of desired products. They also can send gift certificates to others via email.

Social life
Mobile users have an option to switch to the Enchanted Life desktop Web site, where they can access its blog, Tanglewood Lane, which discusses new trends in products and health and beauty solutions.

According to Enchanted Life, the blog will feature posts from Bobbi Brown, founder and CEO of Bobbie Brown Cosmetics, Dr. Ian Smith, author and TV personality, Lloyd Boston, best-selling author and TV host, and Kiley Russell, founder and CEO of Big Girl Cosmetics.

Mobile commerce is shifting away from simply having a presence towards tailoring the shopping experience to meet the needs of specific groups of consumers (see story).

Digital and social content such as blogs and Facebook pages engage consumers and lets them share their shopping experiences with others, which in turns brings those consumers to Enchanted Life’s Web site and helps it drive sales.

Having a mobile optimized Web site makes it easy for consumers to browse products, make choices, designate wish list items and quickly fill their shopping carts.

“A mobile optimized Web site [is] essential for any company to thrive, but especially one driven by online sales,” Mr. Kolodziej said.

Final Take
Kari Jensen is staff writer on Mobile Commerce Daily, New York