Bliss, a skincare brand that made waves in the late ’90s, is having a marketing renaissance—but it’s not for Gen Z. Instead, the beauty brand is leaning hard into its elder millennial roots, reigniting its connection with a demographic that’s now in its 30s and 40s. And it’s not just the nostalgia factor that’s fueling this comeback. It’s a perfect blend of humor, self-awareness, and emotional connection. If you haven’t noticed yet, Bliss is making waves again—and it’s no accident.
Tapping into Nostalgia: Why Bliss’ Approach Works
The beauty landscape has evolved massively since Bliss was first introduced. These days, it seems like younger generations are flooding skincare aisles, sometimes experimenting with anti-aging creams before they’ve even hit their late 20s. But while the beauty industry chases the next big TikTok trend, Bliss decided to go in the opposite direction: they’re focusing on those who grew up with their products—millennials in their thirties and early forties, the very demographic that’s likely dealing with wrinkles, fine lines, and adult skin concerns.
Their marketing strategy? Tap into millennial products that speak directly to these consumers, ensuring that their offerings stay both relevant and relatable. Bliss wasn’t trying to make skincare cool for teens; they aimed to make it personal for those who’ve known their brand since the early 2000s.
Enter Iliza Shlesinger, the comedian and elder millennial icon who embodies their target demographic. In Bliss’ latest campaign, she’s shown receiving a spa treatment when she’s suddenly interrupted by a group of teenage girls. The moment? Classic. Shlesinger tells them they’re too young for skincare, taking a stand not just for herself but for the audience she represents. The message is simple: “This is our time, not yours.”
It’s a brilliant, funny, and spot-on way to remind their audience that Bliss is for grown-ups—those with a real need for skincare, not just viral trends. And the result? Bliss isn’t just going viral; they’re getting results.
Sales, Engagement, and the Power of Knowing Your Audience
The numbers don’t lie. Bliss’ “Elder Millennial Skincare Kit” is flying off the shelves, and their “90s-themed price promotion” on Amazon—just like the good ol’ days—has generated impressive sales spikes. Why? Because they know their audience.
Recent research backs this up: nostalgia marketing can boost brand interaction by 20%. Consumers—especially those in their 30s and 40s—love reminiscing about the past, and Bliss has strategically leaned into that emotion. The brand’s savvy marketing move: pricing their skincare package at what it would have cost back in 1996, when Bliss first hit the scene. That nostalgic pricing model speaks directly to the millennial heart.
And let’s not forget the secret sauce here: Bliss isn’t trying to target everyone. They’ve zeroed in on their loyal customers, the ones who’ve supported them over the years, and doubled down on creating millennial products that speak to those real needs.
What Brands Can Learn from Bliss’ Strategy
Here’s the thing: Bliss nailed it, and any brand hoping to succeed in today’s market can learn a thing or two from their playbook. Here’s what Bliss has taught us:
Know who your real customers are
Bliss didn’t jump on the latest trends to chase younger customers. Instead, they remembered who brought them to the dance—their millennial base. This is an important lesson for any business: know your audience and speak directly to them.
Use humor and relatability
Bliss’ campaign wasn’t just about selling skincare; it was about connecting with an audience that appreciates humor. Consumers today want to engage with brands that don’t take themselves too seriously. A well-placed joke or tongue-in-cheek ad can make all the difference.
Make nostalgia work for you
Nostalgia is more than just a buzzword—it’s a powerful marketing tool. Millennials are, perhaps, the most nostalgic generation, and they’re more likely to make a purchase when they feel emotionally connected to a brand’s past. Whether you’re in beauty, fashion, or tech, nostalgia can bring powerful results.
Stand out from the competition
Bliss didn’t just play it safe with a generic skincare ad. Instead, they boldly said, “This isn’t for you, kids.” That audacious stance immediately differentiated them from the competition, ensuring they’d stay top of mind for the right people.
Offer something exclusive
People love limited-edition releases, and Bliss played that card perfectly. Their Elder Millennial Skincare Kit wasn’t just a product; it was an experience—a flashback to the ‘90s wrapped up in an exclusive deal.
The Rise of Millennial Products and Why Targeting Them Matters
Bliss’ campaign underscores an important truth: millennial products aren’t just niche—they’re powerful. While it’s tempting for brands to focus all their efforts on chasing Gen Z, millennials still represent a massive chunk of the consumer pie. They’re the largest group of online shoppers, and their purchasing power is undeniable.
Brands that cater to millennials’ specific needs and experiences have an opportunity to create deep, lasting relationships with their customers. Humor, nostalgia, and authenticity are powerful tools when it comes to selling millennial products, and Bliss is proof that it works.
Embracing Authenticity in Marketing
Bliss didn’t try to be everything to everyone. Instead, they leaned into what made them special—their identity—and built a campaign that felt personal, fun, and, above all, authentic. In an era where so many brands feel impersonal or overly polished, authenticity can be your biggest asset.
Bliss reminded their customers why they fell in love with the brand in the first place—and in doing so, they’ve set themselves up for long-term loyalty. The takeaway for any entrepreneur or marketer is clear: know your audience, embrace what makes you unique, and don’t be afraid to have fun with it.
FAQs
1. How can brands use nostalgia in their marketing?
Nostalgia connects emotionally with audiences. By bringing back familiar themes, brands can make their products feel personal and meaningful, which encourages engagement and loyalty.
2. Why is humor effective in brand campaigns?
Humor makes brands more relatable. A well-executed joke or clever ad creates a memorable experience that customers are more likely to share and engage with, boosting brand recognition.
3. What’s the best way to stand out in a crowded market?
Lean into storytelling. Customers aren’t just buying products—they’re buying a piece of the identity and lifestyle attached to them. A strong, authentic brand voice will make you stand out from the noise.