#USA #New York #Bliss Skincare #Iliza Shlesinger #Elder Millennials

Bliss's New Campaign for Adults Featuring Iliza Shlesinger

Bliss, the iconic skincare brand born from spa culture, has launched a bold new campaign targeting its original audience, elder millennials and Gen X. As skincare trends skew younger, Bliss aims to cut through the noise of tween-focused products—with a playful yet practical approach that resonates with adult consumers.

Embracing Humor and Real Talk

The campaign stars comedian Iliza Shlesinger, known for her relatable humor and insightful take on millennial culture. In a humorous promotional video, she declares, "I’m not just any millennial, I’m an elder millennial," while navigating a beauty store. Iliza uses her comedic flair to highlight the contrast between the flawless skin of younger consumers, quipping, "If you looked any younger, you’d be a sonogram!"

This campaign captures the essence of adult skincare, encouraging consumers to switch from often overpriced, gimmicky brands to Bliss, which provides effective and affordable solutions tailored for more mature skin. The feedback from the audience indicates a strong demand for products that prioritize real results over flashy marketing aimed at Gen Alpha.

The Elder Millennial Skincare Kit

In line with the campaign, Bliss introduces the Elder Millennial Skincare Kit, a thoughtfully curated four-step regimen inspired by Iliza's favorite product selections. This kit encapsulates the following essentials:

1. Done Daily Cleanser with Ceramides (6 oz): This multitasking cleanser effectively removes makeup, excess oil, and impurities, all while keeping the skin hydrated.
2. Bright Idea Vitamin C + Tri-Peptide Collagen Protecting Brightening Moisturizer (1.7 oz): Formulated with clinical-grade vitamin C, this moisturizer brightens and deeply hydrates skin for a youthful bounce.
3. Bright Idea Vitamin C + Tri-Peptide Collagen Protecting Brightening Serum (1 oz): This potent serum enhances skin elasticity and protects against free radicals, ensuring a vibrant complexion.
4. Eye Got This Holographic Foil Eye Masks (1 ct): These invigorating eye masks reduce puffiness and dark circles, effectively refreshing tired eyes.

To celebrate the campaign launch, Bliss is hosting a special '90s-inspired pricing event on Amazon from January 28 to February 11, priced at just $30—a significant 50% discount—reflecting the prices of 1996, the year Bliss was founded.

Tapping Into New Demographics

Over recent years, Bliss has acknowledged a demographic shift towards older consumers. To leverage this, they have partnered with influential figures from the entertainment world, including Teddi Mellencamp and Jamie-Lynn Sigler. As part of a cross-branding initiative, Bliss is also now offered on LauraGeller.com, further emphasizing their commitment to serving women 40 and older by providing accessible skincare solutions in one convenient place.

Sara Mitzner, VP of Marketing at AS Beauty, articulated the brand's vision, stating, "Over the years, we've found our audience skewing older, so we've decided to concentrate on the needs of adult skin—with simple, effective solutions that work. Iliza Shlesinger's collaboration was a natural fit, as her humor resonates with our core message."

Bliss's renavigation of its brand identity highlights the importance of skincare for adults while promoting a signature, playful edge that has defined the brand since its inception. Through campaigns like this, Bliss is not just reshaping how skincare is marketed but also reaffirming its commitment to delivering products that genuinely work for its audience.

As the beauty landscape continues to evolve, Bliss sets a modern standard for adult skincare, blending humor, practicality, and effectiveness to resonate with a generation that values both authenticity and results.