- Skincare brand Bliss is attempting to reconnect with its core audience of elder millennials and Gen X with a latest campaign that combats the present skincare obsession by tweens, who’ve subsequently change into often called “Sephora kids,” per a press release.
- The effort includes a video starring comedian Iliza Shlesinger, who’s seen taking “me” time to buy for Bliss items before scaring off a group of tweens. The spot, inspired by her Netflix special “Elder Millennial,” will air across TV, social media and Bliss’ Amazon storefront.
- Bliss also created an Elder Millennial Skincare Kit and is hosting a ‘90s-inspired pricing event on Amazon from Jan. 28 to Feb. 11 to supply the skincare kit at $30, the worth it will have been in 1996, the 12 months Bliss launched.
Bliss is trying to strengthen its bond to older — or elder — millennials and Gen X with its latest campaign while also countering the present fixation amongst tweens on skincare. That trend has seen girls in the Gen Z and Gen Alpha range rush to retailers to try premium anti-aging products from brands like Drunk Elephant, and has also prompted other brands, like Dove, to reply.
Key to Bliss’ campaign is a 30-second spot starring Shlesinger, who’s seen shopping for Bliss products while describing the responsibility that comes with being an elder millennial. However, her “me” time is interrupted by tweens, who Shlesinger confronts by saying, “If you looked any younger, you can be a sonogram,” before screaming “Let the adults shop in peace.”
The spot will air across TV, Facebook, Instagram, TikTok, Bliss’ website and its Amazon storefront. Bliss moreover launched a four-piece Elder Millennial Skincare Kit inspired by Shlesinger’s favorite products. The kit, which retails for $60, is supposed to deal with the needs of adult skin. Tied to its launch, Bliss is hosting a ‘90s-inspired pricing event on Amazon from Jan. 28 to Feb. 11 and offering the skincare kit for $30, a 50% discount, to reflect what it will have cost in 1996, the brand’s founding 12 months. Bliss is an element of the AS Beauty portfolio.
Bliss has taken additional steps over the past 12 months to attach with a more mature audience, including through partnerships with actress and singer Katharine McPhee Foster, actress Jamie-Lynn Sigler and TV personality Teddi Mellencamp. Bliss can be now available on LauraGeller.com, a brand that’s also a part of the AS Beauty portfolio and specifically caters to women over the age of 40.
Laura Geller is comparable to Bliss in its efforts to embrace aging through its marketing. The brand last month launched a latest campaign, “Who Hasn’t?,” that brings together a swath of ladies founders to debate the universal challenges of aging and encourage women to embrace their vulnerability. Other marketers have continued to market toward younger generations, including NYX Professional Makeup, which leveraged TikTok’s SoundOn platform for a mixtape supporting women artists in January.
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