Bliss reconnects with elder millennials, Gen X in latest campaign
Spa-founded skin care brand Bliss is undergoing a major rebrand and reconnecting with a core audience.
The brand is focusing on capturing the attention of elder millennials and Gen X with a new campaign that stars comedian Iliza Shlesinger.
Created to poke fun and counter the tween skin care trend that is referred to as "Sephora Kids," Bliss and Shlesinger are offering a relatable take on adult skin care that focuses on how adults are opting for Bliss over gimmicky Gen-Alpha-driven brands.
"Over the years, we've found our audience skewing older, so we've made the decision to focus on the needs of adult skin—easy, affordable skincare solutions that actually work. Partnering with Iliza Shlesinger was the perfect choice for this campaign, as her relatable humor and perspective align seamlessly with AS Beauty's signature comedic approach to beauty campaigns," states Sara Mitzner, vice president of marketing at AS Beauty. "As an elder millennial herself, Iliza turned the Gen Alpha skincare craze into a lighthearted yet meaningful discussion, helping us reposition our brand to better resonate with our original audience and emphasize why skincare for adults matters just as much."
[Related: New Launches in the Skin Care Aisle]
To coincide with the campaign, Bliss is also releasing the Elder Millennial Skincare Kit, which is inspired by Shlesinger’s favorite products from the brand. Included in the kit are:
- One & Done Daily Cleanser with Ceramides, a multitasking cleanser that removes makeup, excess oil, and impurities while hydrating and protecting the skin.
- Bright Idea Vitamin C + Tri-Peptide Collagen Protecting & Brightening Moisturizer, a moisturizer featuring clinical-grade vitamin C and tri-peptide to visibly brighten and hydrate skin for a bouncy, youthful look.
- Bright Idea Vitamin C + Tri-Peptide Collagen Protecting & Brightening Serum, a serum that brightens skin, boosts elasticity, and protects against free radical damage.
- Eye Got This Holographic Foil Eye Masks, holographic eye masks that awaken tired eyes, reduce puffiness, and diminish dark circles.
The campaign video will air across TV, Facebook, Instagram, TikTok, the brand's website, and Amazon storefront.
