Bliss Targets Millennials and Gen X with New Rebrand and Campaign

Bliss, the popular spa-founded skincare brand, is making a major shift in its marketing strategy. Bliss Targets Millennials and Gen X with a new campaign designed to reconnect with its core audience. The campaign, featuring comedian Iliza Shlesinger, aims to cater to the skincare needs of older adults.

Bliss Reengages with Elder Millennials and Gen X in New Campaign

Bliss reintroduces its skincare products to older generations with a fresh, playful approach. The campaign, which targets elder millennials and Gen X, highlights how Bliss offers easy, affordable skincare solutions that really work. The new message pushes back against the rising trends driven by younger generations, focusing instead on adult skin care needs.

Sara Mitzner, Vice President of Marketing at AS Beauty, explains, “As our audience has aged, we’ve decided to cater to the skincare needs of adults. Iliza Shlesinger’s humor and perspective perfectly match our comedic style, helping us communicate why adult skincare is essential.”

Bliss Introduces Elder Millennial Skincare Kit

In addition to the new campaign, Bliss Targets Millennials and Gen X by offering a limited-edition Elder Millennial Skincare Kit. This kit includes Shlesinger’s favorite Bliss products, designed to meet the unique skincare needs of older millennials. The kit features:

• One & Done Daily Cleanser with Ceramides: A multitasking cleanser that hydrates and removes makeup while protecting the skin.
• Bright Idea Vitamin C + Tri-Peptide Collagen Protecting & Brightening Moisturizer: This moisturizer brightens and hydrates with clinical-grade vitamin C.
• Bright Idea Vitamin C + Tri-Peptide Collagen Protecting & Brightening Serum: A serum that boosts elasticity and protects the skin from free radicals.
• Eye Got This Holographic Foil Eye Masks: These eye masks reduce puffiness and dark circles, leaving the skin refreshed.

The campaign is featured across multiple platforms, including TV, Instagram, Facebook, TikTok, Amazon, and Bliss’s website, ensuring it reaches its target audience.

A Bold Move to Emphasize Adult Skincare

Bliss is embracing a new direction by focusing on adult skincare, offering no-nonsense, effective products. By reconnecting with elder millennials and Gen X, the brand is showing that skincare matters for everyone, regardless of age.

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