For over two decades, Bliss has been known for its spa-grade, innovative skincare products. In fall 2025, the brand tapped into the nostalgia marketing trend by launching a co-branded collection with everyone’s favorite comfort show, Gilmore Girls, in tandem with the show’s 25th anniversary. Driven by cultural relevance to the brand’s core target, the elder millennial, the idea was to authentically merge Bliss’s spa-grade skincare with a beloved pop-culture moment, sparking emotional connection, generating buzz, attracting new customers, and driving incremental sales through a limited-edition, celebrity-fronted collection.
To bring the launch to life, Bliss partnered with actress Kelly Bishop, who played the iconic Emily Gilmore, as the face of the campaign. Known for her elegance, humor, and memorable one-liners, Bishop brought built-in credibility and excitement to the collection, instantly resonating with both longtime viewers and new fans discovering the show on streaming.
The limited-edition Gilmore Girls x Bliss collection featured six of Bliss’s most sought-after products, each packaged in the show’s signature Chilton-inspired plaid, including the Lemon & Sage Body Butter, Pumpkin Powerhouse Face and Lip Mask, Vitamin C Serum and Moisturizer, and a Spa Headband.
The campaign was amplified through a multi-channel activation, spanning social media, paid media, the brand’s website, email marketing, influencer content, and a custom VIP mailer.
The central challenge for the Gilmore Girls x Bliss campaign was reestablishing brand relevance with an audience Bliss originally resonated with while staying true to its spa-rooted DNA. Bliss built its reputation on spa experiences and self-care skincare, connecting deeply with elder millennials in its early days. As both the brand and its consumer evolved, Bliss saw an opportunity to rekindle that relationship through nostalgia. Partnering with Gilmore Girls for the show’s 25th anniversary and casting Kelly Bishop, the iconic Emily Gilmore, allowed Bliss to authentically tap into a cultural moment that already held emotional significance for its core customer. Kelly’s role brought credibility, warmth, and instant recognition, reinforcing Bliss as a trusted, familiar part of her self-care routine.
The campaign earned 773 press placements and over 4 billion press impressions. The brand also hosted influencer and media events in both New York City and LA, amassing over 112 attendees, resulting in a reach of 9.7 million and 102 organic social posts. On launch day, blissworld.com sessions were up 68%, with a conversion rate up 110% compared to the day prior. The collection drove a 496% increase in net sales compared to average daily sales from the previous 30 days. As a pioneer in spa-grade skincare, Bliss continues to champion the elder millennial – bringing the comfort of nostalgia into their routines with products and campaigns made for those who grew up with both Bliss and Gilmore Girls.
