Dive Brief:

• Skincare brand Bliss is attempting to reconnect with its core audience of elder millennials and Gen X with a new campaign that combats the current skincare obsession by tweens, who have subsequently become known as “Sephora kids,” per a press release.
• The effort includes a video starring comedian Iliza Shlesinger, who is seen taking “me” time to shop for Bliss items before scaring off a group of tweens. The spot, inspired by her Netflix special “Elder Millennial,” will air across TV, social media and Bliss’ Amazon storefront.
• Bliss also created an Elder Millennial Skincare Kit and is hosting a ‘90s-inspired pricing event on Amazon from Jan. 28 to Feb. 11 to offer the skincare kit at $30, the price it would have been in 1996, the year Bliss launched.

Dive Insight:

Bliss is looking to strengthen its bond to older — or elder — millennials and Gen X with its latest campaign while also countering the current fixation among tweens on skincare. That trend has seen girls in the Gen Z and Gen Alpha range rush to retailers to try premium anti-aging products from brands like Drunk Elephant, and has also prompted other brands, like Dove, to respond.

Key to Bliss’ campaign is a 30-second spot starring Shlesinger, who is seen shopping for Bliss products while describing the responsibility that comes with being an elder millennial. However, her “me” time is interrupted by tweens, who Shlesinger confronts by saying, “If you looked any younger, you would be a sonogram,” before screaming “Let the adults shop in peace.”

The spot will air across TV, Facebook, Instagram, TikTok, Bliss’ website and its Amazon storefront. Bliss additionally launched a four-piece Elder Millennial Skincare Kit inspired by Shlesinger’s favorite products. The kit, which retails for $60, is meant to address the needs of adult skin. Tied to its launch, Bliss is hosting a ‘90s-inspired pricing event on Amazon from Jan. 28 to Feb. 11 and offering the skincare kit for $30, a 50% discount, to reflect what it would have cost in 1996, the brand’s founding year. Bliss is part of the AS Beauty portfolio.

Bliss has taken additional steps over the last year to connect with a more mature audience, including through partnerships with actress and singer Katharine McPhee Foster, actress Jamie-Lynn Sigler and TV personality Teddi Mellencamp. Bliss is also now available on LauraGeller.com, a brand that’s also part of the AS Beauty portfolio and specifically caters to women over the age of 40.

Laura Geller is similar to Bliss in its efforts to embrace aging through its marketing. The brand last month launched a new campaign, “Who Hasn’t?,” that brings together a swath of women founders to discuss the universal challenges of aging and encourage women to embrace their vulnerability. Other marketers have continued to market toward younger generations, including NYX Professional Makeup, which leveraged TikTok’s SoundOn platform for a mixtape supporting women artists in January.