Bliss, the spa-founded skincare brand acquired by AS Beauty, launched a new campaign aimed at reconnecting with its original audience—elder millennials and Gen X. 
 
Countering the tween skincare trend—often referenced as ‘Sephora Kids’—Bliss’ campaign video offers a hilarious and relatable take on adult skincare, inspired by comedian Iliza Shlesinger and her hit Netflix special, Elder Millennial.
 
Sara Mitzner, VP of Marketing at AS Beauty, said, 
 
“Over the years, we’ve found our audience skewing older, so we’ve made the decision to focus on the needs of adult skin – easy, affordable skincare solutions that actually work. Partnering with Iliza Shlesinger was the perfect choice for this campaign, as her relatable humor and perspective align seamlessly with AS Beauty’s signature comedic approach to beauty campaigns.”
 
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. 
 
The campaign tells a story of adults opting for Bliss over Gen-Alpha-driven brands, drawn to Bliss’ powerful skincare solutions.
 
To kick off this campaign, Bliss is introducing the Elder Millennial Skincare Kit, inspired by Iliza’s favorite products. This four-step regimen is designed to address the needs of adult skin, offering a luxurious, pampering experience.

 Elder Millennial Skincare Kit

• One & Done Daily Cleanser with Ceramides: A creamy, 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: A powerful 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: A serum that brightens skin, boosts elasticity, and protects against free radical damage.
• Eye Got This Holographic Foil Eye Masks (1 ct): Refreshing holographic eye masks that awaken tired eyes, reduce puffiness, and diminish the appearance of dark circles. 

Mitzner added, 
 
“As an elder millennial herself, Iliza turned the Gen Alpha skincare craze into a lighthearted yet meaningful discussion, helping us reposition our brand to better resonate with our original audience and emphasize why skincare for adults matters just as much.”
 
The campaign video will air on TV, Facebook, Instagram, TikTok, the brand’s website, and Amazon storefront.
 
As part of the launch, Bliss will host a special ’90s-inspired pricing event on Amazon from January 28th– February 11th. During this promotional period, the kit will be available for 50% off; priced to reflect what it would have cost in 1996, the year the brand first launched, and celebrate the nearly three decades since Bliss was founded.

Read Next

Bliss Creates ‘Passenger Princess’ Skincare Kit

Bliss Partners with Crunch to Bring Self-Care Skincare to Gym Goers