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Comedian Iliza Shlesinger satirizes the skincare craze sweeping Gen Z and Alpha while the brand reinvigorates interest among Millennials who were kids at the brand’s 1996 founding.
February 2, 2025
By: Lianna Albrizio
Associate Editor
Spa-founded skincare brand Bliss is showing “Sephora Kids” who’s boss with a bold new campaign geared toward the Millennial and Gen X demographics.
The campaign offers a comical and relatable take on adult skincare inspired by comedian Iliza Shlesinger and her hit Netflix special, “Elder Millennial.”
For Shlesinger, adulting includes many responsibilities, the most important being shopping for Bliss products to facilitate her at-home spa rituals.
Bliss – founded in 1996 to provide playful, approachable skincare solutions – says its returning to its roots by focusing on the needs of adult skin with simple, effective products, with the new campaign.
To kick it off, Bliss is introducing the Elder Millennial Skincare Kit inspired by Shlesinger’s favorite products.
Designed to address the needs of adult skin, the four-step regimen includes the following products:
One & Done Daily Cleanser with Ceramides (6 oz) – a multitasking cleanser that removes makeup, excess oil and impurities while hydrating and protecting the skin.
Bright Idea Vitamin C + Tri-Peptide Collagen Protecting & Brightening Moisturizer (1.7 oz) – a moisturizer featuring clinical-grade vitamin C and tri-peptide to visibly brighten and hydrate skin for a bouncy, youthful look.
Bright Idea Vitamin C + Tri-Peptide Collagen Protecting & Brightening Serum (1 oz) – a serum that brightens skin, boosts elasticity and protects against free radical damage.
Eye Got This Holographic Foil Eye Masks (1 ct) – holographic eye masks that awaken tired eyes, reduce puffiness and diminish dark circles.
As part of the launch, Bliss will host a special ’90s-inspired pricing event on Amazon from January 28 – February 11. During this promotional period, the kit will be available for $30 (a 50% discount), priced to reflect what it would have cost in 1996.
Throughout 2024, Bliss has partnered with Teddi Mellencamp, Jamie-Lynn Sigler and Katharine McPhee Foster. As a further step in catering to a more mature audience, Bliss is now available on laurageller.com (part of the AS Beauty portfolio) – a brand that specifically caters to women 40 and over. This cross-branding initiative taps into Laura Geller’s audience, offering accessible skincare solutions in a convenient one-stop shop.
The kit will also be available on blissworld.com and laurageller.com for $60 while supplies last.
The video will air across TV, Facebook, Instagram, TikTok, the brand’s website and Amazon storefront.
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