In 2025, Bliss chose to relaunch the brand as a leading skincare company specifically committed to the 35+ community. With a desire to pivot the brand’s demographic towards that of an older customer, Bliss aimed to go back to its roots and bring back the skincare results that mimic those of a luxury spa experience. To do so, Bliss rewrote the rules of beauty marketing with a campaign that reclaims skincare for adults - no “Sephora Kids” allowed. Instead of chasing Gen Z trends, Bliss leaned into humor and authenticity to reconnect with its original audience from its brand launch in 1996 by flipping the script.
Partnering with comedian Iliza Shlesinger, the campaign satirizes the absurdity of teens hoarding anti-aging products. Countering the tween skincare trend - often culturally referenced as 'Sephora Kids' - Bliss offers a hilarious and relatable take on adult skincare, inspired by comedian Iliza Shlesinger and her hit Netflix special, Elder Millennial.
In the video, Iliza is seen shopping in a beauty store, humorously declaring, "I'm not just any millennial, I'm an elder millennial." With a nod to her many responsibilities, she explains that shopping for Bliss is her much-needed "me" time. As she glances around at the tweens with their flawless skin, she quips, "If you looked any younger, you'd be a sonogram." The campaign tells a story about how adults are opting for Bliss over pricey, often gimmicky Gen-Alpha driven brands, drawn to its powerful skincare solutions that deliver visible results at an affordable price.
With a touch of humor, Bliss cut through the noise of overpriced, youth-focused products to champion effective, no-fuss skincare solutions for adults. Intending to drive conversions and inspire new customers to turn to Bliss for their skincare journey, Bliss introduced the Elder Millennial Skincare Kit and a limited-time ‘90s-inspired pricing event on Amazon (January 28–February 11), offering the kit for $30 - 50% off. The brand aimed to transport customers back to the ’90s by rolling back prices to what this kit would have cost in Bliss’s founding year of 1996, before inflation. The sale drew attention to the brand by reminding its new target audience - elder millennials - that their skincare needs can be taken care of by Bliss, without breaking the bank.
The campaign drove a 19% increase in website traffic on launch day, a 12% increase in gross sales, and a 15% increase in orders compared to the day before. Additionally, 58% of the Elder Millennial Skincare Kit sales came from new customers on launch day. Social media also saw a significant boost, with over 1.1M video views spanning social media. The campaign also achieved an impressive 8.45% engagement rate across active platforms, well above the average for Instagram, Facebook, and TikTok. On Amazon, traffic increased by 35% on launch day, resulting in a 13.58% increase in overall sales for Bliss. Launch-day traffic also drove incremental conversions across other products, resulting in a 3.24% lift versus the previous day.
The content was intently amplified across all forms of media and entertainment, including TV ads, 139 social media posts (Facebook, Instagram, TikTok), 8 social media posts on Iliza Shlesinger’s pages, and a presence on Bliss’s website and Amazon storefront, all ensuring maximum reach and engagement. The campaign garnered 1,043,055,009 media impressions, with 415 press placements, including 3 feature exclusives, across multiple platforms.
